Establishing New Markets

DiVitas Establishes Market Need before Product Introduction

The Need

DiVitas wanted to create awareness of and interest in the company and in enterprise mobility in advance of its 2007 product introduction.

The Approach

  • Educate the market on the need for converged Wi-Fi-mobile voice in the enterprise with a by-line article campaign
  • Position company executives and directors as experts on topics such as the business value of mobility
  • Secure speaking opportunities for top-level executives
  • Build the CEO's relationships and credibility with key analyst firms

The Results

  • Received extensive coverage in publications such as Network World, Unstrung, eWeek, and InfoWorld throughout 2006
  • Recognized by Network World as one of five wireless startups to watch
  • Positioned CEO with key analysts as the “go-to” guy on mobile-Wi-Fi convergence

The Takeaway

DiVitas established mobile-Wi-Fi convergence in the enterprise as a market to watch and gained the attention and respect of the media and analyst communities.