B2B Digital Signage SaaS
Pickcel had a product. It didn't have a market identity.
Pickcel had a product. It didn't have a market identity.
A pioneer of digital signage in India since 2014, Pickcel built the category there before it had real competitors. Deployments followed across the US, Canada, Europe and MENA, with a reseller network spanning 35+ countries.
In 2025, e& (formerly Etisalat) — one of the largest telecom groups across the Middle East, Asia and Africa, and a Pickcel reseller — asked for a platform where OTT streaming and digital signage ran together, controlled from one console. Pickcel built it, then decided to launch it as a standalone product.
That's where this work started. A capability that existed, worked, and had been proven at enterprise scale.
In 2025, e& (formerly Etisalat) — one of the largest telecom groups across the Middle East, Asia and Africa, and a Pickcel reseller — asked for a platform where OTT streaming and digital signage ran together, controlled from one console. Pickcel built it, then decided to launch it as a standalone product.
That's where this work started. A capability that existed, worked, and had been proven at enterprise scale.
In 2025, e& (formerly Etisalat) — one of the largest telecom groups across the Middle East, Asia and Africa, and a Pickcel reseller — asked for a platform where OTT streaming and digital signage ran together, controlled from one console. Pickcel built it, then decided to launch it as a standalone product.
That's where this work started. A capability that existed, worked, and had been proven at enterprise scale.
Pickcel had a product. It didn't have a market identity.
B2B Digital Signage SaaS
A pioneer of digital signage in India since 2014, Pickcel built the category there before it had real competitors. Deployments followed across the US, Canada, Europe and MENA, with a reseller network spanning 35+ countries.
Pickcel had a product. It didn't have a market identity.
B2B Digital Signage SaaS
A pioneer of digital signage in India since 2014, Pickcel built the category there before it had real competitors.
Deployments followed across the US, Canada, Europe and MENA, with a reseller network spanning 35+ countries.
What the read found
What the read found
What the read found
What the read found
01
No competitor was selling OTT and signage as a combined offering. Owning only one half meant a vendor couldn't make the argument that the combination enabled. The category had two established positions and no vendor sitting across both.
02
The product looked like one offering for one buyer. The read said two distinct buyers existed, each arriving for a different commercial reason. Media houses wanted a connected network to monetise content rights and ad inventory together — becoming a channel operator in their own right. Telecom providers could run their own monetised networks, or bundle the platform into service models for their own business clients — operating as both user and reseller from the same product.
03
The two buyers were arriving at the same commercial question: what does this screen earn? The purchase was a revenue decision.
03
The two buyers were arriving at the same commercial question: what does this screen earn? The purchase was a revenue decision.
What the read found
What the read found
What the read found
What the read found
A screen running OTT and signage from one console is a revenue stream, and Pickcel powers it without owning the customer. The e& implementation was named directly as proof, and the deployment case study was rewritten in the same engagement. So, the page and the proof it pointed to argued the same thing.
Two decisions produced everything else:
A screen running OTT and signage from one console is a revenue stream, and Pickcel powers it without owning the customer. The e& implementation was named directly as proof, and the deployment case study was rewritten in the same engagement. So, the page and the proof it pointed to argued the same thing.
Two decisions produced everything else:
The two buyer research signals each became an asset aimed at people already in motion rather than people still deciding.
Nine months of building followed. The claim wasn’t revised during this period, and no surface built on it had to be walked back.
01
Lead with monetisation rather than capability. The obvious step would be to create a feature page.
01
Lead with monetisation rather than capability. The obvious step would be to create a feature page.
02
State the constraints on the page rather than in the sales call. The solution is built per project, shaped to each client's infrastructure, content rights and use case, and OTT licences are the client's to arrange.
02
State the constraints on the page rather than in the sales call. The solution is built per project, shaped to each client's infrastructure, content rights and use case, and OTT licences are the client's to arrange.
What changed
What changed
What changed
What changed
The page named a category that didn't have a name. A buyer searching for the combination now had a term to find it under, and a page that explained the commercial argument without anyone having to make it in a call.
The page named a category that didn't have a name. A buyer searching for the combination now had a term to find it under, and a page that explained the commercial argument without anyone having to make it in a call.
The page named a category that didn't have a name. A buyer searching for the combination now had a term to find it under, and a page that explained the commercial argument without anyone having to make it in a call.
Every decision was grounded in research and data, never assumptions...started with understanding the product before changing the narrative. The result was clear, market-facing communication that directly supported the sales motion.
Rajesh Bhattacharjee
CEO & Co-Founder @Pickcel, Thinkstack
High ownership of the product narrative and the ability to turn complex ideas into clear story…..Strong research grounded in the customer’s perspective made the technical products easier to communicate and gave teams clearer direction across functions.
Nilotpal Boruah
Co-founder & CEO @TechVariable
There was a clear positioning focus in how both brands were communicated. The messaging stayed consistent while being adapted to each product and audience. It sharpened the quality of what was delivered.
Deblina Chatterjee
Senior HR Manager @Pickcel, Thinkstack
The content and messaging brought clarity to our prospect conversations, making it easier to communicate the value clearly.
Akash Ranjan
AVP Business Development @Pickcel
Every decision was grounded in research and data, never assumptions...started with understanding the product before changing the narrative. The result was clear, market-facing communication that directly supported the sales motion.
Rajesh Bhattacharjee
CEO & Co-Founder @Pickcel, Thinkstack
High ownership of the product narrative and the ability to turn complex ideas into clear story…..Strong research grounded in the customer’s perspective made the technical products easier to communicate and gave teams clearer direction across functions.
Nilotpal Boruah
Co-founder & CEO @TechVariable
There was a clear positioning focus in how both brands were communicated. The messaging stayed consistent while being adapted to each product and audience. It sharpened the quality of what was delivered.
Deblina Chatterjee
Senior HR Manager @Pickcel, Thinkstack
The content and messaging brought clarity to our prospect conversations, making it easier to communicate the value clearly.
Akash Ranjan
AVP Business Development @Pickcel
Every decision was grounded in research and data, never assumptions...started with understanding the product before changing the narrative. The result was clear, market-facing communication that directly supported the sales motion.
Rajesh Bhattacharjee
CEO & Co-Founder @Pickcel, Thinkstack
High ownership of the product narrative and the ability to turn complex ideas into clear story…..Strong research grounded in the customer’s perspective made the technical products easier to communicate and gave teams clearer direction across functions.
Nilotpal Boruah
Co-founder & CEO @TechVariable
There was a clear positioning focus in how both brands were communicated. The messaging stayed consistent while being adapted to each product and audience. It sharpened the quality of what was delivered.
Deblina Chatterjee
Senior HR Manager @Pickcel, Thinkstack
The content and messaging brought clarity to our prospect conversations, making it easier to communicate the value clearly.
Akash Ranjan
AVP Business Development @Pickcel
About this engagement
A note on results
Recent Works
Recent Works
Recent Works
The launch archive
The launch archive
The launch archive
Selected work led by us before Legibia.
Selected work led by us before Legibia.
Selected work led by us before Legibia.
