Case Study

Creating the optics that really matter

ITS

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Background & Challenge

ITS is a UK-based full-fibre operator that has been on a journey to become a leading alternative network provider in the UK.

Today it operates in the same market as providers such as Openreach and Virgin Media Business, providing fibre optic access to areas of the country that have been left behind in the roll-out of ultrafast connectivity.

With a full-scale rebrand undertaken in 2019, and with funding of £45m secured from Aviva to back its growth in the full-fibre market, ITS required a go-to-market strategy to drive tangible returns against the investments of the last 12 months. Enter, Konductor – with more than a decade working across technology and telecoms, we were able to rapidly identify what made ITS different in the market and identify the proof points that sat behind it.

ITS Technology Group Logo

Our Approach & Delivery

  • In order to align the business behind its ambitious growth objectives, Konductor undertook a positioning workshop with the ITS team.
  • From a solid proposition, we agreed on a key messaging house and developed a clear understanding of the business’s commercial objectives. Konductor were then able to deliver a go-to-market approach that addressed ITS’s desire to grow through a combination of business partners and strategic direct relationships.
  • At the heart of ITS’s 2020 marketing approach was ‘Faster Britain’ – a sub-brand that would enable a lesser-known brand name to achieve a cut through within the business community, whose connectivity needs were lagging behind the rest of the country.
  • Working with the senior management team to deliver its go-to-market strategy, Konductor delivered a full mix of marketing activities to drive forward growth in ITS’s Faster Britain major network areas, collaborating directly with its partner community, and delivering online and offline tactical activity to help the business meet its growth targets.
  • Faster Britain is aligned behind the government’s 2025 target to bring full-fibre to the entire UK, and help demystify what can be a jargon-filled industry.

Our Legacy

CEO Daren Baythorpe said: “In just the first four months of our relationship with Konductor we deployed an event that captured the imagination of our partner base and positioned ITS to full effect in the eyes of the industry.

Konductor has delivered on its promises and crucially understands the demands of an ambitious growth company, adding value at a strategic level and helping drive us forward, allowing us to begin realising a return against the investment we have made in our brand, our people and our own network.

“Having secured our investment, we required the firepower to help deliver against our business plan at pace. That meant being able to expand our partner network and take a message to a wider business community that ITS was a viable alternative network provider with the capacity to expedite the ability to access and take advantage of future-proofed full-fibre connectivity.

Konductor were able to rapidly understand our business and provide a commercial marketing approach to help deliver on this strategy.”

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