To create a better customer buying experience I redesigned the customer website for a managed enterprise IT vendor. To improve the buying process I reorganized a complex 66-item portfolio into market-driven product & solution families; created unique value propositions and content for each, and added simple product search and comparison capabilities. This lead to a 3-5x increase in client engagement.

1. CLIENT OVERVIEW
Founded in 2001, OneAccess Networks, designs and sells enterprise multi-
service access routers to communication service providers (CSPs) worldwide,
who use them to deliver managed and/or Cloud-based communication
services – IP business telephony, high-speed corporate data and Internet, and
other specialized applications – to small and mid-sized enterprise office sites.
It currently serves more than 120 CSPs worldwide, including global brands like
Orange, Vodafone and Telefónica. Supported by its 400-person workforce,
OneAccess grew its business 11% in 2013, recording €67 million in sales,
helping it become the second largest supplier of branch office access routers in Europe. To fuel further growth the
company recently launched a line of Mid-range multi-service routers directed at large businesses sites, and it is
continuing its expansion into North American and Asian markets.
ONEACCESS’ BUSINESS CHALLENGE
As a steadily growing enterprise IT company
OneAccess faced two distinct, yet related business
challenges. Up until now the company was privately
owned, financed by a mix of private investment and
commercial loans. To drive further growth its
corporate board had begun to prepare the company
for an IPO on the pan-European Euronext exchange.
To position it more in-line with other leading industry
players, the company’s CMO, Pravin Mirchandani,
needed to modernize its aging corporate Website, to
present itself in a more attractive way to future
investors, and to prospective clients in key markets
like the US and China.
OneAccess’ original website had been developed
using a technology-centric approach, organizing its
router portfolio according to characteristics like the
networks they were suited for, the range of access
technologies supported and the maximum data
throughput of each device. This approach addressed
the concerns of its clients’ engineers and technical
product leaders who historically had important sway
in their company’s purchase decisions. However, as a
result of greater competition in the communications
services market, driven by the shift towards
developing more differentiated, customer-driven
services, this approach was no longer fully aligned
with today’s market reality.
While not an e-commerce site, OneAccess’ new
website would still need to serve a broader range of
technical and business-minded stakeholders, making
their purchase journey more straightforward, while
addressing the needs of institutional stakeholders,
like future investors, all in a straightforward way.
To modernize its Web presence while delivering a
better customer buying experience, OneAccess
faced several specific issues:
Case Summary: A global enterprise IT vendor introduces a better, web-based customer buying
experience, streamlining the buying process, leading to renewed client engagement.
Target Audience: Small company - Business Owner, VP of Marketing and Sales
Med & large firms - CMO, Director of Product Marketing, Digital Marketing Director
Key Point: Commercialize your offers with a market-led approach, while making it easier for clients
to research and find the most suitable offers by streamlining their buying journey.
ONEACCESS INCREASES CLIENT ENGAGEMENT 3 - 5X WITH
AN IMPROVED WEB-BASED CUSTOMER BUYING EXPERIENCE
CLIENT CASE STUDY

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} Presenting its product and service offers
in a more market-driven way – The
company’s product portfolio was organized in
technology-based product classes (e.g. TDM
transport, value-added software), which did not
reflect the true advantages or value they offered
customers. Under the current categories, as
technologies changed or became obsolete, or
as customer needs evolved, the products and
services could lose their perceived relevance.
} Laying a clear path from its customers’
key issues to associated solutions – The
customer solutions showcased on OneAccess’
existing website were simply another way of
organizing the company’s portfolio based on
related technology terms. The proposed
solutions (e.g. Solutions for voice over IP, IP-VPN
or WAN optimization) were based on an inside-
out approach, leading with specific products
and describing specific use case. This approach
lacked an explicit description of CSPs evolving
market and operating context, their current
challenges and therefore the subsequent
solutions for resolving them.
} Making it easy for new clients and non-
technical stakeholders to appreciate and
navigate its offers – Unless a site user was
already well versed on the technologies used by
OneAccess, it was quite challenging to easily
appreciate, compare and identify the best offers
to address a specific business or market need.
THE SOLUTION: DESIGN A BETTER WEB-
BASED CUSTOMER BUYING EXPERIENCE
To help OneAccess improve its web-based customer
buying experience, making it easier for site user to
identify the most suitable offers in a simple way, we
completely redesigned this vital commercial touch
point.
The website had to allow range of key client
stakeholders – engineers, technical and strategic
product managers, marketing managers and
purchasing managers – at both new and existing CSP
customers, to conduct the various activities involved
in their purchase-decision process:
§ Explore OneAccess’ offers and capabilities
§ Appreciate the key technologies used
§ Search and compare specific products
§ Identify the most suitable solutions to
resolve existing issues
§ Learn about the distinctive value offered by
OneAccess’ products and solutions
§ Obtain specific, customer value-driven
material to help justify the buying decision
After a careful analysis and comparison of the
company's full 66-item product and service
portfolio, and in collaboration with their
product marketing and product management
leaders, we reorganized the company’s
portfolio into a set of market-driven product
families based on the services and the related
advantages offered to the chief stakeholders at both
their service providers clients and their enterprise
end-customers. For each product family we
developed a unique value proposition statement with
supported by relevant messaging and content.
Similarly, for each product/service we developed an
underlying yet distinctive value proposition
statement, supported by the key comparative
advantages and features offered.
To facilitate the client discovery and selection
process, we introduced the ability to search for the
right products based on a combination of market and
technical criteria (Figure 1). Based on search results,
site users can now easily perform side-by-side
comparisons of a set of related products, and easily
identify the similarities and differences.
Figure 1 – CPE Finder: Needs-based product search tool

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For clients looking to address selected service delivery
issues, working with OneAccess’ marketing team we
identified some of today’s important delivery challenges,
showing how through a combination of its products and
services, OneAccess can help resolve them.
BUSINESS RESULT: 3 TO 5 TIMES GREATER
CUSTOMER ENGAGMENT
The redesigned customer website (Figure 2) went live
in January 2014 and has been successfully serving
clients and other stakeholders since. According to
OneAccess marketing staff, the new site is simpler to
navigate, and product and solution information is
much easier to find and understand that before.
More importantly, from a customer standpoint, the
new site has generated three to five times greater
client engagement, as measured by the number
pages viewed and the increased volume of client-
generated questions and requests for further
information on the firm’s solutions and products.
Backed by a fresher, better web-based customer
experience, OneAccess CEO, Bertrand Meis, recently
announced the company’s intention to launch an IPO
in 2015, inviting potential investors to learn more
about the company, its successfully growing business
and its rising status within the enterprise router
marketplace. Find out more at: oneaccess-net.com
RECOMMENDATIONS FOR TECHNOLOGY COMPANIES
1. Identify the main participants in your client’s buying process and their key interests –
Beyond simply targeting specific business-types, marketing and sales leaders at B2B tech companies need
to clearly understand the individual roles – buyers, expert-influencers and users – and groups that make
customer buying decisions. A deeper understanding of clients’ decision-making units, and the issues and
interests of the key stakeholders, will help design a more relevant commercial approach.
2. Commercialize your products with a market-led approach – Many B2B tech companies naturally
organize and sell their products by the technologies used and/or the functions delivered. However, since
most products and technologies eventually become obsolete, business leaders should instead favour a
market orientation that seeks to satisfy their customers’ essential and continuous needs, ensuring greater
relevance over the long term.
3. Improve the customer buying experience: Make it easy to research and find the most
suitable offers – In today’s complex and quick changing world of technology, prospective customers
are constantly faced with new emerging challenges, driving them to seek out new ideas and perspectives
to support business decisions. Marketing leaders should offer their client audience a streamlined path for
understanding the latest industry issues, supported by unique and informative content, helping them easily
identify the most relevant solutions along with the comparative value of each.
Figure 2 – OneAccess modernized customer website

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About Merkado
Merkado helps technology companies
create customer value and business
growth through our practical and
integrated go-to-market solutions.
From market opportunity evaluation to
strategic sales support, we deliver a full
range of go-to-market advice,
assistance and methods, combining
proven, international experience with a
first-hand understanding of the latest
consumer and business technology
trends.
Contact Us
To see how Merkado can assist your
organization please contact:
Juan Carlos Sanchez
Managing Director
jcsanchez@merkadoservice.com
For more information visit:
www.merkadoservices.com
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