BT - DECT Range
20 years of market leadership in fixed-line phones
DECT Range ‘fast track’ re-design - The 2016 Brexit result led to an instant, large, devaluation of the pound. This would have led to a similar downward impact on BT’s margins, after their currency hedging provisions expired. Our task was as simple as it was challenging: get to market, fast, with an entire new range to mitigate the effect of the devaluation. We considered costs dynamically, as an integral part of the process and achieved the cost-down, in record time by exceeding targets for reduced material usage. A key challenge for us was how to focus on cost cutting measures while maintaining a premium feel across the whole range of devices
We use our significant control over the balance of perceived-value and cost to create win-win approaches to business and sustainability.