UMAXX 5G Internet - Privacy Focus
Challenge: When I arrived on the scene as CMO for UMAXX, our startup 5G internet service had no point of differentiation against the big three providers. We were massively outspent. We were an unknown brand selling a me-too product at a slightly higher price than the known brands. We did not matter to the few potential customers who knew that we existed.
Action: I established a reason for UMAXX to matter to the customer. Research showed that the big three Internet providers tracked and sold their customers information – a highly profitable thing to do.
UMAXX could not afford to build a costly customer data tracking and selling solution. Recognizing the huge consumer interest in maintaining their privacy, I positioned the brand as the privacy leader, guaranteeing to never sell our customer’s information. I set up a partnership with global privacy leaders Norton and LifeLock to own the privacy-focused market segment for UMAXX – a playing field where the big three could not compete.
Result: Although we remained massively outspent, UMAXX now has a reason to exist in the customers mindset. UMAXX was now able to safely scale their business based on a solid customer value proposition and owning a profitable category niche.
