Creating Awareness for Application-Aware Technology

Mu Dynamics is the leader and pioneer in testing and validating application-aware networks. Mu boasts a roster of hundreds of customers from service providers to enterprises, government agencies and network equipment manufacturers. They focus on innovative solutions that enable customers to rapidly recreate applications and determine their impact on the network – something none of their competitors have the technological capability to accomplish.

The Challenge

Mu Dynamics has created a compelling, innovative technology for testing networks and most recently, testing specific applications that run on those networks. The successful launch of this technology was critical to the company’s ability to create a new market for a better approach of application testing. Mu was also providing its broad customer base and prospects with an understanding of the important differentiators through this new approach to testing. The company was also aiming to “up-level” its messaging by taking it to a larger audience, with a focus on business and business technology press – new targets for this creative but intricate technology.

The Strategy

Sterling Communications recommended launching the product in early April. The App-Aware technology was targeting new audiences in wireless and business press and the recommended date fell directly between two key shows for the Mu team. A successful launch would have wireless and business press buzzing about Mu’s solution coming out of one show and going into the next.

In order to target business-oriented press, Sterling and Mu decided to create original content that would demonstrate the efficacy of this technology, as well as showcase its importance to application development in general. Sterling helped Mu to create and distribute a “research report” on which applications were using the most bandwidth, both from a consumer and operator perspective – something no one else had managed to accomplished thus far. This data was determined to be the best way to display the key points of this new solution, for both core constituents of the product itself as well as a broader subset of media on which Mu had not previously focused. The report delivered specific information available only via Mu’s unique technology – causing it to resonate with service providers, tech-savvy consumers and the media that serve them. The report was so successful that it is now the first in a series that sheds light on the importance of testing specific applications, further providing value for Mu’s new product line.

Prior to the launch, Sterling crafted and initiated a highly-focused media plan that included:

• Review and revision of report content
• Creating and editing a video explaining Mu’s views in the marketplace for dissemination along with the report and press release
• Identifying and conducting outreach to key editors and analysts for early briefings
• Targeting media and analysts with specific information on the product and its relevance for both consumers and network operators
• Detailing the importance of this next generation product line through the associated report to establish newsworthiness

The Results

Sterling Communications secured briefings with 13 media outlets (including The Washington Post, GigaOM and Financial Times) and sixanalysts (including Aberdeen, Current Analysis and Frost & Sullivan). The briefings were held over a two-week period prior to the launch as well as on the day of the announcement, giving the media an opportunity to write detailed observations the day the news became public. Coverage included 11 unique articles generating thousands of views and hundreds of Twitter mentions.