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How to Grow Revenues in an uncertain World?

It was Friday afternoon and Rob Hammond, product executive for enterprise products at Syniverse, was sitting at his desk reviewing the draft board presentation that would be delivered next week. The first section of the draft presentation described the current enterprise SMS market--Hyper Competitive; the next section reviewed the company’s positioning--Vulnerable to Commodization; and the final section was blank, titled--Product Investments: Development Prioritization and Sales Training. Should Rob invest in sales efforts to promote Syniverse’ new value added enterprise product, or instead leverage Syniverse’ past success to pursue high growth emerging markets--like India, Southeast Asia, Latin America, and Greater China? These markets continued to grow rapidly and remained robust growth prospects for at least the next five years. To make an impact in the coming fiscal year, Rob had to focus organization efforts now in order to align the product development plans with sales training and distribution.