CHALLENGE

Polycom’s business objectives for market penetration and competitive pricing drove the design and engineering strategy. Polycom faced a crowded marketplace with worldwide competition. While their technology was superior, it was clear to us that consumers would purchase based on visual impact and price.

RESULTS

Bleck Design Group recommended a bold new look and compact size for this audio conferencing product and created a stir in an established market. We know that smaller products stand out because they convey an image of being more technologically advanced. Our design and engineering teams worked with Polycom to select and arrange components in the most efficient package possible. With the three point design, the Soundstation has the distinction of being the only product of it’s kind that’s not predictably rectangular in shape. The thoughtful design contributed to the low manufacturing cost, enabling the award winning SoundStation to be priced below competitor’s products.

BUSINESS IMPACT

In the first sales quarter, start-up Polycom sold more units of SoundStation than all competitive products sold in the previous three quarters combined. The unique design of the Polycom products helped Polycom attain 80%market share in two years. A great return on Polycom’s investment in design.  Over 1.5 million sold!