Building Thought Leadership
Calix Moves Perception from Startup to Established Company
The Need
Calix's management team was well known, but the media still considered the company a startup five years after its award-winning multiservice access platform was introduced.
The Approach
- Establish Calix as the most experienced access vendor in U.S. IPTV deployments
- Raise its stature as a successful privately held company via messaging, media/analyst outreach, contributed articles, customer case studies, and press releases
- Ensure the consistency of Calix's high-level product and corporate messages
The Results
- Calix became regularly included in industry trend stories about IP video services, and its executives are quoted as thought leaders
- The company's CEO was profiled in a Business Week article that positioned Calix as a market leader and was quoted in a New York Times article on net neutrality
- Third-party industry observers recognized Calix as a mature market-share leader in access
The Takeaway
The media acknowledged Calix as an established company and a trusted resource on a wide variety of industry and business issues.
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