Launching Category-Making Products

Product Introduction Strategy Takes NetDevices from Unknown to Leader

The Need

When NetDevices planned to launch its flagship product, which unified multiple network services into one remotely manageable platform, it had limited exposure with U.S. press and industry analysts.

The Approach

  • Use the product launch to also drive interest in the company
  • Position NetDevices as a key innovator and developer of a category-breaking product for enterprise networks
  • Brief important industry analysts and top-tier trade publications

The Results

  • Secured very positive coverage of the company, the product, and the new product category in more than 16 publications
  • Clearly communicated the differentiators and strengths of NetDevices and its products
  • Successfully established NetDevices as a key player in branch office networking

The Takeaway

Developing an aggressive plan to position both NetDevices and its product provided a high level of visibility for a company that had been flying under the radar.