OnDisplay

astwater ensured a successful product launch for OnDisplay, a leading provider of e-commerce solutions for business-to-business integration.

Prior to introducing its CenterStage eSyndicate solution for product information exchange and distribution, OnDisplay engaged Fastwater in a research project that supported its strategic and tactical marketing plans. Our goals were to help OnDisplay validate demand, ensure that key capabilities were addressed in the product suite, and confirm the initial customer segments to target. The project was also intended to gain insight into how to market eSyndicate to key customer segments and how to further develop it to meet evolving requirements in those segments.

Fastwater interviewed twenty prospective customers for CenterStage eSyndicate in two key sectors, asking them about product concept, features, functions, and pricing. In each sector, we talked with companies in different segments of the distribution chain, including manufacturers, distributors, resellers, and intermediaries. These interviews yielded input into OnDisplay's strategic and tactical planning processes, enabling the company to gauge potential demand and assess the relative importance placed by customer segments on product capabilities. We helped OnDisplay to identify those product characteristics that were important across all customer segments, as well as those characteristics that vary by distribution chain segment and by industry sector. We were also able to recommend additional market segments that should be investigated.

OnDisplay leveraged the results of our research on market demand for content syndication applications and technologies to create a successful go-to-market strategy for eSyndicate and to support its launch with white papers and presentations that were delivered by Fastwater as part of OnDisplay's ongoing series of Web seminars.