Enea: Using research to kickstart 5G industry discussion
Enea needed a way to kickstart public discussion of the Network Data Layer, a critical component of 5G software infrastructure that hasn’t been widely discussed.
Enea needed a way to kickstart public discussion of the Network Data Layer, a critical component of 5G software infrastructure that hasn’t been widely discussed. As media are inclined to only write about current industry hot topics, Enea Openwave needed a way to raise awareness of its technology and solutions, as mobile operators plan their 5G software cores.
Sonus needed to create a “thin edge of the wedge” to introduce the concept. We directly surveyed mobile operators through our own Technology Innovation Council research arm and asked them about their plans for the Network Data Layer, as well as other industry hot topics that we knew would generate headlines. From that survey, we developed a high-quality piece of collateral and promoted it through PR, email marketing, a webcast, digital advertising and social media.
Enea secured large volumes of media coverage from the survey announcement. It is now one of only two vendors to be publicly associated with the Network Data Layer in the media, with 99.9% share of voice for this subject. With a digital marketing campaign directly to operators, Enea also has received dozens of leads from operators around the world. As operators plan out their 5G software cores, Enea has secured early dominance in mindshare and put it in pole position for inclusion in RFPs – already leading to two major Tier 1 operator deals.