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Wireless Commerce Ltd: Demystifying Technology
Background
Wireless Commerce Ltd (WCL) was established in 2000, by a team of ex Nokia, ICL and Oracle experts. Based in Finland, WCL develops and supplies platforms and applications to global internet and mobile phone service companies, providing solutions for m-commerce activities.
PR Brief
- Launch WCL in the UK and raise its profile amongst internet and mobile phone service companies and the City
- Promote the WCL's scope of business applications and the new technology
- Recruit first customers in the UK
Issue
WCL was launching in the wake of the media hype around WAP (which failed to meet expectations across the board) and the subsequent press hostility towards the internet and IT companies. Fresh Communications was faced with the challenge of winning over a sceptical press and ensuring all press coverage would help recruit new customers.
Activities
Fresh Communications undertook a dedicated executive profiling campaign, using the founders of the company to demonstrate WCL's strong technical heritage and proven track record in Scandinavian countries. This enabled WCL to establish its credibility amongst journalists and helped to educate them to the benefits of this new technology and highlight the potential of m-commerce revenue opportunities.
By developing case studies around the successful application of the Wireless Commerce Engine platform in Scandinavia, Fresh Communications was able to integrate the company into the UK marketplace and deliver new business leads.
As a variation of the Wireless Commerce Engine platform, Reach-U offered a powerful permission-based direct marketing tool to the advertising and marketing community. WCL entrusted Fresh Communications with every aspect of the re-branding, from market sector research, development of the name, artwork and copy for all sales brochures.
Results
- Fresh Communications generated over 40 quality features and regular news mentions across national, IT, trade, business and vertical press - generating coverage worth £376K in equivalent advertising spend
- Reach-U was well received with blanket coverage across advertising and marketing press including Revolution, Marketing, Precision Marketing, New Media Age, Media Week, Campaign, Mad.co.uk and NetImperative
- Positive media coverage led to WCL receiving a host of new business enquires and resulted in major contract wins from companies including Railtrack, Teletext, Pricerunner and eBay
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