Outpacing the Competition

Strix Turns a Cisco Announcement to its Advantage

The Need

Engage PR learned that Cisco would enter the wireless-mesh-networking market, competing directly with Strix Systems in metro-scale outdoor Wi-Fi networks.

The Approach

  • Brief top-tier wireless press prior to Cisco's announcement on the technological differences between the two company's approaches
  • Promote Strix's largest customer wins and its solution's scalability and performance to illustrate that while Cisco was the largest player, Strix had the largest customers

The Results

  • Quotes from Strix appeared in 70 percent of the top-tier coverage of Cisco's product launch
  • More than 20 publications covered Strix's deployment in Macedonia, including Business Week and The Economist, and about 15 publications covered its Tempe, Arizona, deployment
  • Strix appeared on BBC's radio show “The World,” which also ran on NPR

The Takeaway

Within three weeks of learning of Cisco's announcement, Engage PR positioned Strix as the technology leader and Cisco's strongest competitor in the wireless mesh market.