“Trainer's tenacity, smarts, and strong press and analyst connections combined to deliver a media blitz over a
six-month period unlink any in our company’s history. Trainer's strategic communications campaign and targeted articles helped elevate Kasenna's market stature so that we were being positioned side by side with Microsoft, resulting in renewed corporate momentum and inbound sales leads.”
close 
Sr. Director of Marketing Communications,
Kasenna - The IPTV CompanyTM
Technology Leader Gains Yardage in Digital Asset Delivery Game
Project: |
Make Silicon Valley startup the industry leader in large-file transfer. |
Challenge: |
Highlighting the firm's patents and technology for bandwidth optimization to take on a multitude of non-secure methods of online delivery – from FTP to peer-to-peer or other “consumer light” solutions (none of which are ready for prime time in global corporations). |
Results: |
Feature coverage in networking, IT and digital media press, and analyst validation for unique approach of the Radiance solution. |
It’s not easy getting a large, graphic-rich video or audio file over the Internet. Outdated methods such as FTP, personal email, overnight mail, and couriers are still in use to get around file size limits. No one had really learned to harness the power of the Internet for sending and tracking multi-gigabyte files before Radiance Technologies. Trainer helped Radiance prove its competitive edge by differentiating its offering, software called TrueDelivery, for its patented bandwidth optimization algorithms, and reinforcing the product’s business benefits by touting its use with global customers including GM, a major aerospace firm, and the US government.
Trainer’s strategic coaches:
- Publicized the company’s technology leadership at every turn – in one case, leveraging patents to validate the strengths of the Radiance approach.
- Held multiple executive briefings on its flagship software product TrueDelivery with Gartner Group, leveraging analysts’ relationships with their customers for high-level referrals.
- Positioned Radiance CEO as an industry visionary through selective placements of op-ed pieces and contributed technical articles.
- Developed the first cross-industry survey highlighting the file-transfer practices of enterprise users across a variety of industries and drew eyeballs to the Radiance website, where all could get a copy of the survey report, and “coincidentally” view testimonials from Radiance customers.
- Secured coverage in Automotive News, Red Herring, Network World, InfoWorld, Network Computing, Digital Content Producer, CED, eContent and others. The creative campaign also led to analyst recognition from Byte & Switch Insider and Aberdeen Research, and a Product of the Year Award from Internet Telephony.
