Barco ClickShare: Introducing the next-generation meeting experience
Standaert, Willem Muylle, Steve
Standaert, Willem
Muylle, Steve
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Supervisor
Publication Year
2021
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Book
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Publication NUmber of pages
23
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Abstract
Barco - a global technology leader in industrial visualization solutions - pioneered the category of wireless presentation systems for business meetings with its launch of ClickShare in 2012. Barco ClickShare rendered cables in the meeting room redundant, enabling meeting participants to share their laptop, tablet or smartphone screens wirelessly on the meeting room display. Over time, the Barco ClickShare product portfolio had evolved to 5 models, each targeted at a different type of meeting room - from huddle to board room. After 7 years of stellar growth, ClickShare was at a pivotal point: It had to sustain its momentum and double the number of units sold in three years' time, while driving meeting technology innovation and spearheading the next generation digital meeting experience. The case is situated at the beginning of 2020 and describes how the first two generations of Barco ClickShare products were brought to market, resulting in an installed base of 750,000 units across the world, with a presence in over 40% of the Fortune 1000 companies. In the case, three key executives of Barco's Meeting Experience business unit appraise how ClickShare evolved in terms of product design, market definition, value proposition, pricing, distribution, and communication, and discuss the competition. Given the changing market conditions and competitive dynamics, the executives set out to further digitize the product line, which raised two important strategic issues: What should the next-generation ClickShare experience be and how to bring the digitized product line to market?
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Keywords
Go-to Market Strategy, Product Management & New Products, Digitalization, Product Innovation, Growth Strategies