Establishing New Markets

Educating the Market Pays Off for Inkra

The Need

As the media began to explore the “New Data Center,” Inkra needed to educate it about the benefits of virtualization and the convergence of the data center.

The Approach

  • Mount an aggressive education campaign to explain network virtualization
  • To provide a context for the campaign, link network virtualization with blade servers and storage virtualization
  • Regularly update target media about data center virtualization standards
  • Discuss network virtualization with executive director of VORTEX conference

The Results

  • Secured Inkra's participation in Network World's Data Center Technology Tour
  • Worked with Network World to start weekly Data Center Doctors column and placed Inkra's CTO and co-founder on column's panel of data center experts
  • Spoke at 2003 VORTEX about network virtualization

The Takeaway

By identifying a technology that confused readers and alleviating the confusion, Inkra increased the visibility of network virtualization and established itself as a leader in the field.