Highlights:
A classic re-positioning for the market leader sets a new direction for the industry
Convedia is the market leader in media server products (as defined by Infonetics Research on next generation voice and IMS equipment as well as a second quarter 2006 carrier VoIP equipment update from iLocus). Convedia was acquired by RadiSys in September, 2006.
RadiSys Convedia media servers enable fixed, mobile and cable service providers deploying IP Multimedia Subsystems (IMS) and pre-IMS services to reduce service delivery costs, and more rapidly introduce new innovative voice, video, and multimedia services. These products enable enterprise customers to deliver new productivity-enhancing applications and services on their converged enterprise networks while helping to reduce infrastructure and operating costs. Since pioneering the IP media server market in early 2000, Convedia media servers have been deployed with over 200 customers worldwide, including over 25 of the world’s top 50 carriers and numerous Fortune 500 customers.
In 2006, prior to the acquisition by RadiSys, Convedia approached Hale! Marketing for assistance with defining and positioning a new technology strategy to be deployed in its current award-winning multimedia servers and in future products. Convedia was already the acknowledged market leader with an array of multimedia servers with impressive specifications. These highly specialized “big iron” servers incorporated unique software and hardware technology. Now Convedia had found a way to deploy many of the multimedia server’s capabilities onto standard computing platforms, with significant ramifications for both Convedia, their customers, and the industry as a whole.
Hale! Marketing held a series of exploratory discussions with senior management at Convedia, aimed at exploring the new technology and how it should be presented. The breakthrough for us came when we realized that Convedia and its competitors were all striving for maximum robustness, density, and richness within a given technology constraint – they were all focusing in the direction of “more capability”, which Convedia could claim to have effectively won. The new technology added a second dimension to the competitive landscape, extending these multimedia capabilities onto a large variety of platforms in the direction of “applicability”. We were now set for a classic move to effectively reposition the competition by taking a new step in the direction of applicability – we eventually called it eXtended Multimedia Processing – enabled by Convedia’s technology breakthrough.
From the basic premise of expanded applicability we created a series of messaging pillars. The messaging was fleshed out using a complete tabular review of all the features and capabilities provided by the new technology. A press release was prepared to announce the new direction, and we wrote and illustrated a 12-page business whitepaper to explain the new technology in simple terms and explain how it provided the logical next step. The whitepaper can be viewed by clicking the PDF link in the graphic above.
We also developed a new product image to portray the eXMP technology and used it for the whitepaper and datasheets.
