 The task
The proprietary software in most wireless devices makes compatibility (sharing and securing data between them) a big issue. Funambol is the largest mobile open source project in the world and its software is designed to allow any wireless device to access, share and synchronise a wide variety of data and rich media with an online account, the 'mobile cloud'.
The communications challenge lay in the fact mobile sync was felt by many in the industry to be a fairly pedestrian issue. It therefore required a campaign that could stir a reaction from mobile operators, enterprises and consumers by putting a spotlight on why mobile sync is important for each.
The solution
While Funambol had some high profile customers in the form of major mobile operators, mobile device manufacturers, service providers and enterprises around the world, its real asset from a PR perspective was that fact key spokespeople had strong opinions – what a treat! The team was quick to harness those views and developed a media relations campaign based on reaction to, and comment on, industry news. The campaign comprised the team developing several 'position' papers to articulate Funambol's opinion on topics including the growing need for cloud-based device management for enterprises, and the benefits of open source in managing device fragmentation. This issues-based programme was supplemented by company news and attendance at key trade conferences, which the team supported by securing a series of interviews in order for the media and analyst community to 'put a face to the names' of the core management team, and raise the issue of mobile sync up the news agenda.
The result
At the start of its relationship with Babel, Funambol had a lot to say but nowhere to say it. By identifying specific, influential outlets, Babel was able to provide the platforms necessary to promote the views of the management team and the wider company. Coverage quickly began to regularly appear in several top tier trade media including Total Telecom, Moco News, Mobile Europe, Telecoms.com and European Communications, as well as international titles such as the Wall Street Journal and VentureBeat.
Funambol became known for its (sometimes controversial) opinions and the idea of consumers and enterprises requiring a 'digital locker' to store and sync all their rich data across devices became a talking point in the media.
|