Work - ThinkJPC

Establishing Viasat’s leadership position with a credible, differentiated and inspiring portfolio.

Challenge

In 2023, Viasat acquired Inmarsat, a leader in mobile satellite communications, particularly dominant in the maritime sector. This merger transformed Viasat into a global powerhouse in satellite communications, significantly expanding its coverage and capacity to serve remote and underserved regions worldwide.

However, with increasing demand for satellite communications from enterprise clients and a rapidly evolving market with new competitors, Viasat faced pressure to differentiate itself with innovative, reliable solutions. The acquisition brought together two complex portfolios of legacy products across multiple industries, creating an urgent need to streamline and integrate them into a clear, compelling and market-leading offering.

Solution

To help Viasat define and communicate its new Enterprise portfolio — covering sectors such as agriculture, mining, oil & gas, and logistics — JPC embarked on a comprehensive strategic consultation. This involved engaging with key stakeholders across both Viasat and the legacy Inmarsat business, as well partners and end customers, to gain a comprehensive view of the combined portfolio.

We introduced seven clearly defined solution groups, each intuitively named to reflect customer needs. Through workshops with key stakeholders, we refined the services within these groups by analysing product attributes such as frequency band, speeds, use cases, partner support and hardware requirements. The result was a simplified, structured portfolio supported by a clear, aligned narrative—a comprehensive service stack organised under these seven groups.

Understanding the complexities of the portfolio, as well as the unique challenges of the industries Viasat Enterprise supports, required time and persistence. We took a deep dive into the pain points and requirements of individual business teams, extensive partner channel and end-customers. During this process, we encountered conflicting perspectives — both within Viasat and among its customer base — that reflected the challenges of integrating two major portfolios. Our goal was to simplify these complexities, align internal understanding, and create a cohesive go-to-market strategy that resonated across multiple audiences.

Shifting away from a legacy, technology-driven approach, we focused on creating solution-based groupings that emphasised the outcomes for customers rather than just the technology behind the products. This helped the new portfolio appeal not only internally within Viasat, but also to external customers navigating a relatively immature market.

Outcomes

With the support of new creative branding and a thoughtful go-to-market strategy, JPC helped Viasat Enterprise launch a customer-centric, easy-to-understand portfolio. This shift allowed Viasat to move away from traditional, engineering-led sales discussions, refocusing conversations on customer outcomes.

We brought the service stack to life through use cases and a suite of powerful, flexible sales tools, including a customisable sales presenter for different verticals, an interactive sales tool, detailed service sheets, and battlecards. These resources enabled Viasat’s sales teams to engage customers in meaningful, outcome-focused conversations.

By delivering a cohesive, credible, and simplified portfolio that addresses the needs of its global enterprise market, Viasat is now well-positioned to maintain its market leadership and continue growing its presence in the satellite communications industry.

“What sets JPC apart is their commitment to truly understand our business DNA. Working hand-in-glove with our team, they transformed our portfolio into something remarkably simple yet powerful. Their strategic creativity and relentless innovation have revolutionized how we connect with customers.”

James Grisbrook
Senior Director of Marketing & Communications, Viasat