Client Challenge
CEL, a semiconductor manufacturer of wireless radios and chips, wanted to expand into the smart home and IoT device space — building a new line of connected devices for commercial smart building and energy controls, and needed a go-to-market strategy.
Approach
Conducted extensive market research, attended smart lighting and IoT conferences, explored technology partnerships, and performed competitive analysis. Worked closely with CEL's software and hardware teams to develop recommended product tiers, bundling, pricing, and marketing assets, as well as web and mobile application concepts for device control.
Solution
The strategy informed CEL's go-to-market and product launch, leading to further market validation. CEL ultimately sunset the Cortet business unit after recognizing that building and running a software and hardware product company required significantly more investment and resources than anticipated — a departure from their core competency in component manufacturing.