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Client's Business Problem:
Satoshi Nakajima founded UIEvolution (UIE) to change the way people interact with handheld devices. A 14-year veteran at Microsoft, he had already changed the way people used their PCs when he pioneered the user interfaces of Internet Explorer and Windows95.
After two years of intense R&D, UIE was ready to formally launch their SDK for the developer community (games and general applications) and content providers. The software allows developers to deliver content across any device, platform or communications network. The company needed to showcase the technology, drive downloads of the SDK from the UIE Web site, build overall interest among the developer community and, ultimately, content owners.
Given that the company had a customer deal with ESPN, the approach that was selected to best achieve the results UIE desired was a tiered effort. Specifically, OnPR targeted key audiences by highlighting customer validation, revolutionary technology and the huge industry problem that UIE was solving ? cost effective development and delivery of content across multiple platforms and devices.
Communication Objectives:
- Raise awareness of UIE among target gaming and application developers and content providers
- Position Nakajima as a pundit within the wireless, gaming and developer industries
- Garner media coverage in developer trades and business publications
- Drive discussion of UIE among developer community
Target Audience:
- Gaming developers
- Brand holders
- General application developers
Strategy:
- Use Nakajima's history of innovation at Microsoft and NTT DoCoMo as a pretext for the success of UIE
- Clearly identify UIE value proposition to the industry
- Outline challenges and opportunities in the field of wireless data
- Provide an overview of the problems for developers within the wireless industry and how UIE allows developers to "write once, run anywhere"
- Target industry tradeshows such as the Game Developers Conference, CTIA, and other gaming and wireless conferences to communicate UIE's message
Results:
Over the course of three months the OnPR team:
- Secured key media interviews with:
- Business 2.0, Forbes, Fortune, Seattle Times, Wireless Systems & Design
Magazine, Pen Computing Magazine, Game Software Magazine, Nikkei Business
Publications, RCR, Wireless Week, Wireless Gaming Review, Mobile Week and IDG
- Secured key analyst meetings with:
- Rutberg & Co., Mobile Internet Time, Supernova, Kagan, Gartner, InStat/MDR, Creative Strategies
- Secured meeting with analyst Gerry Purdy, Mobiletrax
- Resulted in current business development discussions with Handspring
- Pundit status realized as Satoshi was invited to speak at:
- Kevin Werbach's Supernova
- Kagan's Wireless Summit
- CTIA "Taking It to the Max" Mobile E-Commerce Panel
- Wireless Systems & Design Conference
- Secured coverage in:
- RCR (print and online)
- Wireless Week (print and online)
- Seattle Times
- King County Journal
- IDG News Service
- Communications Report Newsletter
- Mobile & Wireless Update Newsletter
- Techinformer Newsletter
- PCWorld.com
- Thinkmobile.com
- Yahoo! News.com (Technology)
- EEdesign.com
- Nikkei Business Publications
- PocketPC.com
- Pdahandyman.com
- Wirelessdevnet.com
- Generated interest from several major college and university CIS departments
about the UIE SDK
- Drove several thousand unique website visits to the UIE SDK download page
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