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This case study covers a Scottish startup, Trendzer, which is addressing SMEs’ top IT priority with a very different service model, which it is beginning to scale up with a distribution partner, KPN.


  • Our survey data shows that marketing and CRM were typically either the top concern for SMEs or the second. Yet CSPs’ app offerings for them are very light on this crucial sector.

Features and Benefits

  • Evaluates a new SME ICT startup and its service model.
  • Identifies a key concern with SME high-touch models: scalability.
  • Suggests possible applications in the IoT.

Key questions answered

  • How can we address SMEs' demand for better customer engagement?
  • What's a scalable business model for SME consulting?

Table of contents


  • In brief
  • Ovum view


  • Recommendations for service providers

Using a micro-consulting strategy to sell SMEs better e-commerce and CRM

  • Setting the business context
  • Bringing the strategy to life
  • Outcome assessment


  • Methodology
  • Further reading
  • Author

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