Reinvented a spin-off and was reacquired

Antony's role
Product Strategy Developer, Market Strategy Developer and Implementer

The challenge
Take over a messaging platform with low market share from Ericsson and turn it around.

The solution
Implements a two-pronged strategy to gain market share. First, replace core logic with an entirely new service definition capability that enables forklift upgrades of entrenched competitors. Second, partner with industry consultants to redefine the proprietary voice mail market as "IP messaging" and position Mobeon as the new market leader.

Results
In addition to infuriating the established market leader, Mobeon performed beyond expectations and was eventually bought back by Ericsson.

Lessons learned
Don't be afraid to redefine a market and punch above your weight. Perception is everything in competitive markets.