This case study explores how a leading Scandinavian telecommunication company leveraged conjoint analysis to adapt to evolving market dynamics and customer preferences in response to a new low-priced market entrant. Facing customer losses, the company utilized conjoint insights to revamp its internet product portfolio, focusing on the coax market. Through recurring conjoint studies, attribute-based analyses (price, speed, technology, services, brand) informed strategic decisions, revealing shifting customer perceptions and preferences. Subsequently, the company underwent a substantial customer value enhancement initiative, elevating internet speeds for existing customers to combat churn. This case study highlights the pivotal role of conjoint analysis in reshaping product offerings, safeguarding customer bases, and enhancing sales portfolios within a competitive market landscape.