One of the largest global defense and space companies is a leading satellite operator and a supplier of satellite imagery for commercial and military applications to governments and large businesses. Satellite imagery by itself provides limited value. Moreover, with multiple satellite operators, especially in low-Earth-orbit and nanosatellite space, satellite imagery has become increasingly commoditized, thereby making it difficult to build profitable businesses around it. As a result, in order to win new customers, the company was forced to spend significant amounts of money on marketing and sales, offer deep discounts, as well as customize its services for each individual customer.
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