ARC Telecoms is a new, converged provider of voice, data and information technology solutions to the SMB sector. This is a particularly challenging and competitive space in the telco environment, caught between the giants that promise everything to everyone from large to medium enterprises, and the very small service providers that try sell into larger businesses. Differentiation is extremely difficult, and marketing to the SME space requires a lot of translating into layman’s language for many of the target business owners, while still talking to technical people in SMEs. Sentient assisted in developing brand positioning, background collateral and launching to market. We are now working with ARC to build on-going publicity and market education.
