Re-positioning a Technology Leader

for its Next Phase of Growth


Napatech, a leading producer of high performance network adapters, was about to announce its listing on the Oslo stock exchange. Napatech’s technology made it possible for the most demanding corporate, telecom, and government networks to keep up with the exponential growth of data, but the company was not being widely recognized for that role. Furthermore Napatech had to find a way to articulate its differentiation beyond the features of their hardware.


A series of workshops and extensive customer interviews in Europe and the US provided the basis for a new positioning strategy, aimed at helping Napatech become recognized for reliably increasing performance of network management and security applications. The new strategy focused on the needs of prioritized industries, and rethought the role of channel partners.