Entrisphere
Briefing key industry analysts about the market
opportunity and company’s plans
Educating the market through contributed articles
about carrier access networking challenges general solutions, which appeared
in such publications as EE Times, Lightwave, Outside Plant, and XChange.
Security speaking engagements on general access
networking topics at shows such as IPTV 2005 and FastNet Futures 2005.
Leveraging partnership, company news, and
interoperability announcements to generate interest in the media
By mid-2004, Entrisphere was shipping its product to
smaller customers. However, Entrisphere was focusing on the 25 largest
carriers in North America, and management and the Story team agreed that the
official product launch should wait until the company could reference a Top
10 carrier customer. During the interim, Story placed contributed articles,
such as “Interoperability aids FTTP deployments” in the July issue of
Lightwave.
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Creating Credibility In Stealth Mode
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Charlie Rubin won the Entrisphere account in 2002 by
convincing the company not to exhibit at SuperComm since it was at least a
year away from announcing its product. For the next two years, Charlie’s team
helped Entrisphere pursue an effective stealth mode strategy that included:
Story also pitched the FSAN Interoperability announcement in October 2004.
The opportunity came in the spring of 2005.
By this time, analysts were well versed in the Entrisphere story, and the
general trade media were keenly interested in learning more about an emerging
player in the RBOC network equipment market. The Story team hosted a
nationwide press and analyst tour that generated more than 20 news articles
in publications such as DSL Prime, EE Times, Light Reading, Lightwave,
Network World, Outside Plant, Telecommunications, Telephony, and XChange,
and. In addition, Entrisphere won Telecommunications’ Product of the Month
spotlight in April.
Today, Entrisphere is riding a wave of visibility that ensures regular
mentions as an important player in the access networking equipment market,
and Story Communications is maintaining that momentum with focused media
outreach, ongoing contributed article and speaking programs, regular analyst
updates, and other programs.
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