'Choosing to turn left' for Colt by EMC

About Colt

Colt is Europe's information delivery platform, enabling its customers to share, process and store their vital business information securely. Colt provides major organisations, midsize businesses and wholesale customers with a powerful resource that combines network and IT infrastructure with expertise in IT managed services, networking and communication solutions. Colt operates a 13-country, 25,000km network that includes metropolitan area networks in 34 major European cities with direct fibre connections into 17,000 buildings and 19 Colt data centres.

Strategy - broader business issues the company is facing

The European SME market is one of the key strategic markets for Colt. But, research consistently demonstrated that awareness of Colt among this target audience was low. From a sales and marketing perspective the challenge was to increase the number and quality of leads.

To achieve this Colt's products had to be easy to purchase and easy to understand. This meant aggressively simplifying the product portfolio in terms of price and configuration.