Otto Kenga, Product Owner, LMT
Latvijas Mobilais Telefons (LMT), the largest telecommunications operator in Latvia, made a significant stride in the Latvian market by introducing a pioneering network security solution known as Internet Guard. This product is based on the white-label solution provided by Whalebone Aura.
Internet Guard aims to address the growing need for internet security among customers, positioning LMT as the first mover in the market to offer comprehensive network security to its subscribers.
Otto Kenga | Product Owner, LMT
Otto Kenga | Product Owner, LMT
Finding a reliable network security partner
The initial motivation to implement a product like Whalebone Aura's solution stemmed from LMT's understanding of its customers' increasing demand for internet security. Recognizing that they lacked an in-house solution, LMT sought a partnership with a reputable provider to fulfill this need.
It was important to find a reliable partner and integrate the solution into their business operations. LMT's challenge was not only technical but also strategic: how to seamlessly introduce a security product that would resonate with their diverse customer base. That is where Whalebone came in.
Driving adoption and setting the trend
LMT's go-to-market strategy centered around customer choice and widespread accessibility. They wanted customers to have the option to choose Internet Guard while making it available to as many clients as possible.
They empowered their sales agents by providing extensive training, motivational speakers, and insights from successful agents. The agents leveraged real-world scenarios, such as phishing scams, to engage customers in conversations about the importance of online security.
The sales team's approach varied based on customer personas, addressing concerns of head-of-families, parents of teenagers, and even larger government bodies seeking comprehensive security for their employees.
LMT effectively combined financial incentives, awareness-raising activities, and personalized sales tactics to drive adoption. By being the first on the Latvian market to introduce mass-market security solution to their customers, they could set the tone for the others.
Benefits of Being the First Mover:
Being the first telecommunications operator to introduce network security in Latvia provided LMT with several benefits:
Setting the trend and achieving incredibly low churn
LMT's strategic approach yielded remarkable results. They achieved an incredibly low churn rate of below 0.5%, showcasing the high satisfaction levels among customers who opted for Internet Guard.
Being the first mover in the Latvian market not only positioned LMT as a trendsetter but also allowed them to set the standard for network security. This early entry into the market provided LMT with the advantage of shaping customer perceptions and expectations regarding internet security services.