How does One 1 Ltd.'s go-to-market model convert large enterprise demand into recurring contracts?
One 1 Ltd.'s unified software, integration, and cybersecurity delivery cut procurement steps and expand wallet share; it crossed 4 billion NIS revenue in 2024 and grew 15% in H1 2025 to 2.24 billion NIS, showing strong commercial momentum.
Target buyers-banks, utilities, and defense-prefer bundled offers via direct sales and system integrator channels, boosting conversion and multi-year contracting.
How Does One 1 Ltd. Sell Its Products and Services?
The commercial engine pushed One 1 Ltd. past NIS 4 billion in 2024 by integrating software, system integration, and cybersecurity to reduce friction and increase wallet share; H1 2025 revenue was NIS 2.24 billion, up 15%.
Who Does One Want to Win?
One 1 Ltd. targets large, high-value enterprises in finance, healthcare, retail, government and especially defense and cybersecurity, framing itself as a long-term strategic partner for digital transformation rather than a low-cost vendor.
Main customer group: Large enterprises with complex compliance needs
Large enterprises in finance, healthcare, retail and government drive the bulk of revenue because they face complex compliance, sovereign requirements and large-scale integration projects that favor one-stop, high-trust partners.
Additional target segments: Defense and cybersecurity
One 1 Ltd. is aggressively pursuing defense and cybersecurity buyers as high-growth verticals; these sectors value sovereign tech, rigorous compliance and multi-year contracts with predictable pricing.
Market positioning: Premium, specialized strategic partner
One 1 Ltd. positions as a premium, specialized vendor focused on stability, end-to-end integration and sovereign capabilities rather than competing on price or fragmented solutions.
Why the positioning works: Compliance, scale and sovereign demand
High compliance and scale requirements create barriers to entry; decision makers prioritize long-term stability and local control, making One 1 Ltd.'s promise of integrated, compliant solutions compelling.
Target customer summary
One 1 Ltd. seeks to win large enterprises (finance, healthcare, retail, government) and defense/cybersecurity buyers by offering sovereign, compliant, large-scale digital transformation services that justify a premium position.
- Primary target: Large enterprises with complex compliance and integration needs
- Secondary audience: Defense and cybersecurity agencies and vendors
- Positioning: Premium, specialized strategic partner for digital transformation
- Key differentiator: Sovereign capabilities, compliance-first solutions and multi-year predictable engagements
Market fact: large enterprises represent 61.22 percent of Israel ICT revenue share in 2025, reinforcing One 1 Ltd.'s focus on big-ticket B2B deals; see strategic direction in Where One Company Is Going.
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How Does One Get in Front of People?
One 1 Ltd. reaches customers through an omnichannel acquisition system combining high-touch relationship management, strategic corporate development, and M&A to access new customer bases and capabilities.
Business Clusters Drive Relationship Sales
Business clusters, introduced in early 2025, organize offerings around client needs and enable dedicated teams to manage long sales cycles with infrastructure providers.
Digital and Platform Reach for Service Distribution
One 1 Ltd. uses digital channels-search, paid media, email, apps and platform integrations-to support sales, scale AI-driven service centers, and retain enterprise clients.
Direct Sales and Strategic Partnerships
Direct enterprise sales teams of roughly 9,500 employees plus channel partners and system integrators provide distribution and field presence across Israel's critical infrastructure.
Demand Generation via Targeted Engagement
Targeted events, field demos, account-based marketing and consultative workshops create demand among utility and telecom buyers; content and case studies support conversion.
Acquisition Efficiency through M&A
Mergers and acquisitions accelerate reach and capabilities-most notably the April 2025 purchase of Bezeq Online for NIS 33.6 million, immediately strengthening AI-based service center offerings and customer access.
Scale Advantage: Infrastructure Relationships
The strongest reach advantage is entrenched relationships with Israel's critical infrastructure providers, sustained by cluster teams and M&A to keep One 1 Ltd. front-of-mind.
How One 1 Ltd. Gets in Front of People
One 1 Ltd. blends consultative sales via its business clusters, History of One Company Explained, and targeted digital channels, while using M&A to rapidly add capabilities and customer reach-creating continuous presence with infrastructure clients.
- Primary acquisition channel: consultative, cluster-based enterprise sales
- Most important digital/sales channel: integrated digital platforms and direct enterprise teams
- Key demand-generation tactic: account-based marketing, workshops, and field demos
- Strongest advantage: 9,500-person professional workforce plus strategic M&A (Bezeq Online for NIS 33.6 million)
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How Does One Turn Attention into Sales?
One 1 Ltd. turns attention into sales by onboarding clients with infrastructure projects, then expanding into higher – margin managed services and business process outsourcing; initial deployments act as foot-in-the-door that convert interest into recurring contracts and upgrades.
Core sales model: land and expand via enterprise contracts
Sales rely on direct enterprise deals and partner-led execution: sell computer and communications infrastructure first, then convert to subscriptions for managed services and outsourcing contracts.
Pricing and monetization logic: criticality-based, recurring revenues
Pricing mixes one – time deployment fees with recurring managed – service and usage – based charges; high criticality of services allows premium margins and contract escalation clauses.
Conversion and purchase drivers: SLA, end-to-end support, and trust
End-to-end support, strong service – level agreements (SLAs), and proven deployments shorten sales cycles and convert trials into long contracts; field sales plus channel partners drive enterprise adoption.
Repeat revenue and expansion: upsell from infra to tech services
Once infrastructure is live, account teams sell managed services, cloud migrations, and BPO, generating renewals and upsells that increase lifetime value and predictable recurring revenue.
How One 1 Ltd. turns attention into sales
One 1 Ltd. converts attention into revenue by landing infrastructure contracts then expanding clients into higher – margin Technological Solutions and Services, which grew by 18 percent in Q2 2025 to NIS 733 million, while operating profit rose to NIS 327 million in 2024 (up 24 percent).
- Core sales model: land – and – expand enterprise contracts and partner channels
- Pricing/monetization: one – time deployments plus recurring managed – service and usage fees
- Strongest conversion driver: end – to – end support, SLAs, and criticality of services enabling premium pricing
- Main weakness: dependency on large enterprise procurement cycles and channel execution, which can slow scaling
See company positioning and values in this article: What One Company Stands For
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How Strong Does One's Commercial Engine Look?
One 1 Ltd.'s commercial engine looks very strong entering 2026, backed by a net cash surplus of NIS 274 million (Q2 2025) and five years of consecutive revenue and profit growth. Key supports include strong product-market fit in cybersecurity and AI, while risks include intensified competition and integration execution for M&A and AI initiatives.
What Supports Future Demand
Market tailwinds: Israeli GDP growth forecast > 5 percent in 2026 and a cybersecurity market CAGR forecast of 14.5 percent from 2026-2033 support sustained demand for One 1 Ltd.'s offerings and plans to sell products and services with AI enhancements.
Channel and Marketing Effectiveness
Direct enterprise sales, partner-led channel distribution, and digital marketing integration appear effective-supporting B2B selling and closing deals and enabling scalable customer acquisition across online and offline sales strategies.
Risks to Commercial Performance
Main risks are faster-than-expected competitive entries in cybersecurity/AI, pressure on pricing strategy, and execution risk on M&A and AI integrations which could slow time-to-revenue and increase churn.
The Overall Commercial Outlook
Outlook for 2025/2026 is strong and scalable: strong balance sheet (NIS 274 million net cash), repeated revenue and profit expansion, and market tailwinds give One 1 Ltd. flexibility to invest in sales channels and pricing to sustain leadership.
How Strong the Commercial Engine Looks
One 1 Ltd. combines a fortified balance sheet, persistent five-year growth streak, and favorable industry cycles (cybersecurity CAGR 14.5%) to present a high-performance commercial engine, though M&A and AI execution remain pivotal.
- Net cash surplus of NIS 274 million is the strongest support for reinvesting in sales channels
- Direct enterprise sales plus partner channels provide the key marketing and sales integration advantage
- Primary risk: rapid competitive innovation and integration delays for AI/M&A
- Overall outlook: strong, conditional on execution of AI and M&A plans
Read more on operational and commercial practices in How One Company Runs
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Frequently Asked Questions
One mainly targets large enterprises with complex compliance and integration needs. Its core customers are in finance, healthcare, retail, and government, with defense and cybersecurity as additional growth segments. The company positions itself as a premium strategic partner, not a low-cost vendor.
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