VIAVI Solutions: Using research to dominate 5G test & measurement mindshare

The Problem

After a fumbled re-brand from JDSU to VIAVI Solutions, combined with the departure of the CEO, network test and measurement company VIAVI had little public profile for an extended period, at a time when its noisy rivals were pushing hard on their new 5G solutions and gaining mindshare.  Its PR agency at the time (one of the world’s largest PR agencies, incidentally) was treading water while charging significant fees every month.

The Solution

VIAVI brought in Sonus as the new global PR agency and, working with the new head of PR, quickly brought structure, creativity and increased media visibility.  To establish a foothold in 5G, Sonus collaborated with VIAVI to develop a concept that would kick-start its reputation in 5G.

Ahead of our first Mobile World Congress with VIAVI, Sonus conducted custom research on the global state of 5G, created a compelling infographic and pitched the story to global media.  VIAVI solidified its connection to 5G through media coverage that outpaced every test and measurement rival over the MWC period.

The now annual State of 5G report generates dozens of high-profile media articles each year and is regularly cited by journalists far beyond tech, in publications as diverse as GQ, Forbes China, British newspaper Metro and The Economic Times of India.

Business Impact

Every year since Sonus created and publicized the first State of 5G report, VIAVI has had the greatest share of voice for 5G in the telco test & measurement market. And in the three years since the first public connection was made between VIAVI and 5G, VIAVI has become the largest 5G network testing firm by revenues, outpacing its larger rivals.