Customer Story · Product Strategy & Innovation · Ireland

Cubic3

Dublin, Ireland

About the Client

Global pioneer in the software-defined vehicles market

Cubic Telecom has been a global pioneer in the software-defined vehicles market since 2009, with clients globally in the automotive, agriculture and transportation sectors. Connectivity and data analytics are changing these sectors dramatically — the automotive industry is navigating the greatest scale of change in its 100+ year history.

Cubic's product strategy has evolved to deliver not just connectivity, but global connected vehicle software and real-time analytics solutions, placing Cubic at the centre of the automotive revolution. Their end-to-end SaaS solutions bring together data from vehicles and multiple other sources to deliver vehicle and device lifecycle insights in near real-time.

Cubic Telecom connects 20 million cars and vehicles globally and enables 1 billion mobile internet data transmissions daily, working with the world's leading automotive, transportation and agriculture OEMs across over 190 countries and regions.

Engagement Type

Product Strategy & Innovation Framework

Key Deliverables

  • SLT alignment on product-led strategy
  • Organisational RACI for product lifecycle
  • Vertical Industry Taxonomy
  • Opportunity Assessment Framework
  • Innovation investment KPIs and benchmarks
Cubic Telecom connected vehicle
The Brief

The Brief for Aitheria Partners

Organisational Alignment on Product Strategy. As any organisation grows and develops, it's essential to achieve alignment and clarity on its evolving strategy, the drivers behind it and the role each function plays in defining and delivering it.

Framework to Assess New Opportunities and Innovation. As companies deliver on their strategy, they also need to identify and respond to new opportunities arising in a highly dynamic market. What's the right balance of investment between research and development? How should the organisation assess new opportunities to deliver connected software and analytics solutions for other industries in the future?

Our Engagement

A structured, four-phase approach

01

Agree Scope

Define the problem we're seeking to solve, the scope impacted and key questions to be answered.

Outcomes

  • Shared understanding of the strategic challenge and its boundaries
  • Prioritised list of questions to resolve
02

1:1 Exec Interviews

Structured 1:1 interviews across the Senior Leadership Team to capture a range of insights and perspectives.

Outcomes

  • Clear picture of where the SLT aligns — and where it diverges — on strategy and priorities
03

SLT Workshop

One-day facilitated workshop to identify solutions and an agreed plan to address the challenges and opportunities identified.

Outcomes

  • Leadership team aligned on a shared direction
  • Agreed next steps with clear ownership
04

Report and Action Plan

Summary of outcomes, recommendations and next steps — bringing together all insights into a clear, actionable document.

Outcomes

  • Single source of truth for strategy and priorities
  • Actionable plan ready to mobilise
Outcomes

Engagement outcomes

Alignment and Clarity

  • Alignment on the "Product-led strategy" concept across the SLT as an organisation-wide approach
  • Organisational RACI defining key inputs and outcomes for each function across product prioritisation, development, GTM and support
  • Communications Framework to support clarity across the organisation on Product Strategy

Structure and Consistency

  • Product/Service Stack refined using agreed terminology to drive consistency of communication both internally and externally
  • Vertical Industry Taxonomy agreed to structure and organise work, influence GTM approach and support the assessment of new opportunities

Innovation Framework

  • Opportunity Assessment Framework created to comprehensively and consistently examine new opportunities including Strategic Fit, Market Analysis and Business Impact
  • Agreed KPIs for innovation investment levels and comparison with benchmarks in the telecoms and software industries
Client Feedback

What the team said

David Kelly

The framework we created with Aitheria Partners will allow us to clinically assess potential verticals to be targeted and ensure that opportunities are considered in a consistent and data-led manner.

David Kelly

Chief Corporate Officer, Cubic Telecom

Nick Power

Patrick really engaged the SLT with a structured, comprehensive approach that achieved clarity and alignment across the team.

Nick Power

Chief Technology Officer, Cubic Telecom

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