EOS Lip Balm Shook Up Stagnant Market

These days EOS lip balm is easily recognized by its circular shape and bright colors, but once upon the time the only way to buy chapstick was in a tube. It’s a small difference, but it turned out to be a big difference because a few shifts in thinking allowed EOS to completely flip the lip balm industry on its head. So how did they do it? Well they thought outside of the box, or in this case, the cylinder tube.

Cofounder of the company, Sanhiv Mehra explained that they took a look at the lip balm industry and noticed that it lip balm was just being treated as a functional item instead of a fun item. Despite the fact that women made up a large group of the target market, most brands had not attempted to do much to garner excitement. Even fad colors and tastes came in a tube with a label splashed around it.

The secret to breaking out was to engage consumers, in this case females, and give them a lip balm product that would be fun to use for all five of their senses. EOS started by looking at how an everyday product could become something fun to use. They finally decided to make it into a ball, and to add fun flavors and scents that would actually make it fun to buy on Amazon. The orbs even have a special click so that consumers get a special little click out of snapping them shut and dropping them into their purse.

The other big secret was a quiet entry into the market. Instead of focusing on the business, Mehra stated they focused on distribution. They wanted to get them into the market and into people’s hands without concentrating on building a presence around the business. After they had a base they worried about talking about what EOS stood for, prior to then they wanted people to see for themselves what EOS lip balm was like.

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Securus Challenges their Number One Competitor!

Securus Technologies, based in Dallas, Texas, is the leading provider of technology solutions for public safety, law enforcement and corrections agencies around the country. They also serve over 1,200,000 inmates. They recently issued a challenge to their number one competitor, Global Tel Link (GTL) in order to prove once and for all that Securus Technologies is a far superior company offering high quality services that GTL simply can’t match.

 

 

When reading about the two companies, I would bet real dollars that Securus will win the challenge. They have invested over seven million dollars into their business in the past 4 years. GTL uses an older premise based platform, one that Securus used to use but moved away from due to the non-robustness of the platform.

 

 

I also think that Securus will win hands down because of their U.S. based customer service department. GTL outsources much of their call center operations. GTL also uses independent contractors for field based work, while Securus uses their in-house staff of technology experts.

 

 

As far as the calling platform itself, Securus Technologies stands heads above any competitor. They have a far larger set of services geared to the corrections industry. Securus created the larged VOIP Corrections calling platform in the world. Their call center performance is 600% better than GTL’s meaning that there must be some very long wait times for GTL customers. For a single dollar that GTL is able to take from Securus, Securus takes four from GTL.

 

 

I personally don’t see GTL being a challenge at all. They didn’t invest millions. They are on an old communications platform. They outsource too much of their operations. GTL needs to acknowledge the clear leader in criminal justice solutions, and that can only be Securus. Most likely they will not accept the challenge as the results are guaranteed to be in Securus’s favor.