Product details

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Case
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Reference no. 9-517-011
Subject category: Marketing
Published by: Harvard Business Publishing
Originally published in: 2020
Version: 21 January 2020
Revision date: 29-Jan-2020

Abstract

All Traffic Solutions traditionally sold traffic signs that collected vehicle data to cities. In recent years, the firm connected their signs to the internet and began selling software that enabled cities to operate their signs remotely and collect data in a more efficient manner. Revenues from software represented a growing part of the organization's overall business. An important part of All Traffic Solutions' strategy involved a new software platform that would power the equipment of other traffic hardware manufacturers. In 2016, the company received a new round of funding. All Traffic Solutions had to decide what to do with its existing hardware sign business. Should they pursue a different type of customer?
Location:
Size:
< 50 million; Small
Other setting(s):
2016

About

Abstract

All Traffic Solutions traditionally sold traffic signs that collected vehicle data to cities. In recent years, the firm connected their signs to the internet and began selling software that enabled cities to operate their signs remotely and collect data in a more efficient manner. Revenues from software represented a growing part of the organization's overall business. An important part of All Traffic Solutions' strategy involved a new software platform that would power the equipment of other traffic hardware manufacturers. In 2016, the company received a new round of funding. All Traffic Solutions had to decide what to do with its existing hardware sign business. Should they pursue a different type of customer?

Settings

Location:
Size:
< 50 million; Small
Other setting(s):
2016

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