From hardware powerhouse to digital innovator: Unlocking the energy management software opportunity

The challenge

The small team leading the company’s digital initiatives identified an opportunity to leverage its position as a hardware leader to provide energy management software to a range of commercial and industrial markets. The proposed solution and its value proposition were layered, with some features representing table stakes for competition and others offering a significant step forward in capability and value creation potential. The client needed an independent, fact-based assessment of the market opportunity, along with an objective perspective on its competitive position and right to win.

The solution

To evaluate the opportunity, BCE conducted nearly 90 primary research interviews with customers, competitors, channel partners, and industry analysts across seven commercial market segments. This work provided a strong foundation of market insight, helping to establish the global total addressable market (TAM), develop detailed market forecasts for North America and Europe, and evaluate how customers perceived and valued different elements of the proposed solution. 

Working closely with the client’s digital team, BCE also mapped the competitive landscape in depth, tested key strategic and technical assumptions, and assessed where the company had a realistic right to win. 

The results

The analysis validated the substantial market size, captured nuanced, segment-specific variations in customer demand and willingness to pay for each feature. These findings gave the client a clear view of where value was concentrated, enabling them to prioritize high-potential segments for focus during the initial launch and refine the product roadmap to better align with customer needs and expectations. 

Through this work, BCE also identified several deficiencies in the client’s proposed go-to-market (GTM) strategy, particularly in product development and sales. The team recommended targeted adjustments to strengthen the overall launch approach, improve execution, and position the company for greater long-term success in the energy management software market.