Devicescape - Building a Brand through Thought Leadership

BOCA continuously will evangelize the importance of owning issues and driving thought leadership to our clients. Unless you are speaking with a highly focused vertical publication that really cares about your product – guess what – reporter don’t care about your product. This is not personal. Again, the right publication will…but BusinessWeek to IDG/Cnet – don’t care.

It is about issues…thoughtful conversation, bigger picture trends. We are in the middle of a massive crisis in the US – and your company needs to provide relevance to bigger themes.

At Devicescape we implemented the Devicescape Wi-Fi Report. The company is in the Wi-Fi space and we need to talk about it. And, there really are big trends taking place…3G networks can’t handle the new rich data services coming from smartphones. It is expensive for the carrier and the Wi-Fi technology is literally better for downloads and streaming video.

In steps Devicescape. Rather than touting its product – we embarked on data finding. Data, data, data…there is nothing like empirical data and great research. We implemented a survey to find out what their customers want and need. Then…we determined the best way to debut the information.

We announced the news at a media luncheon in the UK with Devicescape at its partners The Cloud and Trustive. Note, the company did not stand alone. We got “like minded” companies to partner with us to talk “for real” what is happening in the industry.

So, in the UK, we leveraged the media luncheon, but in the US we leveraged highly credible online outlets such as Giga Om, MuniWireless and Converge! Digest – among others.

GigaOm
More Proof People Really Love Wi-Fi, Especially on the iPhone
http://gigaom.com/2009/01/28/more-proof-people-really-love-wifi-especially-on-iphones/#comments

MuniWireless
Survey shows 84 percent want citywide Wi-Fi, 91 percent expect it when traveling
http://www.muniwireless.com/2009/01/28/survey-shows-84-percent-want-citywide-wi-fi-91-percent-expect-it-when-traveling/

Converge! Digest
http://www.convergedigest.com/WiFi/wlanarticle.asp?ID=26518

This was just not an exercise in PR, it is an exercise in uncovering what consumers, Wi-Fi savvy and non-Wi-Fi savvy, want. We are about to embark on another survey to a test group of non-Wi-Fi savvy folks to review it against our current data. Now, this is real findings, real data and real news. It is also thought leadership and interesting factoids versus product.