Rakuten Plug-n-Play Telco
Setting a brand and experience vision for Rakuten Symphony (FKA RCP – a platform for procuring hardware, apps and services to run and manage a 4 & 5G network)
Challenge
An industry rife with jargon and insane technical complexity, Rakuten needed help communicating its vision (internally and externally), value proposition and product offering in a simple, easy to understand way for both online and offline sales conversations.
There were no rails to copy and paste from. Rakuten’s turn-key telco solution was a new idea – just like when the iPod hit the market for the first time.
Process
Impact
Armed with a new brand and a suite of communication tools, product teams now had a north star experience they could aspire to and build on. Global sales teams had standardised tools with consistent messaging that made it easy for them to engage with prospective customers, while the product suite was still being built and in flux. But most importantly, strategy, product and marketing teams were finally aligned on what Symphony was.