Challenge:
· AxiCom launched Kineto Wireless into the telecoms market two years ago. However, with rising interest in the debate of dual mode handsets versus femtocells, the next challenge for the AxiCom telecoms team was to move the Kineto Wireless story forwards to lead this debate and garner media and analyst interest
· To create awareness around the category of Unlicensed Mobile Access (UMA) and what it means for the dual mode versus femtocells debate.
Actions:
· A PR campaign was developed by AxiCom to highlight how Kineto Wireless’ UMA technology allows dual mode and femtocell services to work together rather than be a stark either/or choice for mobile operators
· Press interviews were arranged with all target media to raise awareness of UMA and highlight its benefits
· Meetings were arranged with key analysts to demonstrate that Kineto Wireless is at the forefront of the dual mode/femtocells debate and heavily associated with the major issues of this space.
Results:
· Kineto Wireless is leading this issue, as demonstrated by its speaking engagement at Mobile World Congress 2008 on the topic of how femtocells and dual mode complement each other
· Coverage has appeared in all of the major trade titles including; Wireless Business Review, Mobile Handset Analyst, Mobile Communications Europe and the Mobile World Congress 2008 Show Daily.
· Thirteen analysts were briefed at Mobile World Congress 2008, from leading analyst houses including Gartner, Yankee Group, Ovum and IDC
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