Disrupting the Telecoms Disrupters
Challenge
PGi, the world’s largest dedicated provider of collaboration software and services, had a minimal profile in the UK & Europe, at a time when the telecoms sector is ripe for disruption. Analyst firm, Ovum, said that the telecoms industry will lose a combined $386 billion between 2012 and 2018, from customers using over-the-top (OTT) voice applications. PGi needed to communicate its core message, with impact, to the carrier community and demonstrate how it could help operators.
How
We used the Carriers World event in London as the backdrop to re-introduce media to PGi. We used data, thought pieces, infographics, analyst insight and references to support the programme. This resulted in building initial journalist relationships with PGi and quality coverage – all demonstrating how carriers can develop their own OTT strategy and ensure that they can leverage their existing network assets to create new revenue streams.
Impact
This smart media programme helped to further establish PGi’s proposition, amongst UK and European wide media, and operators. PGi has been re-introduced to all the major UK telecom and mobile operator press as well as the IT and technology media. Positive media coverage, chatter and relationships, were established at key outlets including Global Telecoms Business, Total Telecom, Vanilla +, Telecoms.com, Capacity, TelecomEngine, Telemedia, Computing & ITPro Portal.
This initial successful starter project has led to a broader ongoing PR programme for PGi in the region.