Capitalizing on growth of Internet access devices
Analyze the Internet value chain
Focus on value chain play that maximizes cash flow
New Internet strategy leapfrogs over competition

Launching a global internet strategy
Problem:

WireFreeCo, one of the world's largest wireless carriers, wanted to capitalize on the growth of Internet access through mobile devices.

It needed an Internet strategy to enhance its core voice business and to create new revenue streams. In developing such a strategy, WireFreeCo was entering uncharted territory. It needed to know:

  • how to understand the wireless value chain and key differences between it and a landline-based model;
  • how to structure relationships to avoid giving away profits to new, unknown competitors (such as portals, device manufacturers and software players);
  • the extent of possible share loss from "doing nothing" and just selling airtime.

Bain was asked to develop, value and implement an Internet strategy for WireFreeCo by working with a newly formed business unit within the company.