Market analysis for innovative services: a case study in the satellite communication industry

The present economic landscape is characterized by growing competitiveness and a high rate of innovation and replacement of products and technologies. In particular, Small and Medium Enterprises (SMEs) face numerous challenges in introducing new services to the market due to the limited resources available. Starting from the main results on service innovation and new service management, this paper aims to reconcile the theoretical results and the operational reality, applying the case study methodology to the real case of the introduction of an innovative service in the satellite communications industry. A thorough analysis of the business model made it possible to find the information necessary to proceed with an exploratory market analysis. Information on value proposition, business areas and opportunities, customer profile, cost structure and revenue flows are presented and used as a starting point for forecasting economic performance in all business areas for the first years of operation. Appropriate hypotheses and methodologies have been used to face the challenges and the scarcity of resources available. The results confirm the profitability of the entrepreneurial initiative and constitute a solid starting point for evaluating the characteristics of the market and the possibilities for future development.