iPass
Re-positioning iPass from remote-access vendor to mobility solutions provider

Challenge
iPass hired Breakaway Communications to help reposition the company from a vendor of remote-access services (originally dial-up!) to the leader in enterprise mobility software and services. iPass had acquired three companies in less than three years, and its customers, investors and industry watchers were anxious to see how iPass would weave the various product lines into a cohesive offering.

Many industry leaders believed iPass was not maximizing its potential and that its acquisitions had been a mistake.

Our Strategy
Breakaway focused its efforts on refining key messages, introducing media to the "new" iPass, pursuing high-level awards, media opportunities and speaking opportunities, and providing media coaching for all executive-level spokespeople. We also developed issues-oriented campaigns around hot industry topics. This activity culminated in a press and analyst tour.The tour focused on three pieces of news that demonstrated positive growth, forward direction and smart choices by company executives. The crown jewel of the launch was a complete solution for companies implementing a mobility strategy. This product illustrated how iPass successfully integrated acquired technology into its' expanded product lineup.

Results
  • More than 30 media and analyst pre-briefings, plus additional meetings following announcement day.
  • Coverage that accurately conveyed the new iPass positioning in 15 top-tier publications, including Network World, InfoWorld, PC Magazine, Wireless Week, Mobile Radio Technology and Processor, as well as key blogs.
  • Development of longer, feature-length stories focusing on Virtual Office and the longer-term iPass vision in Network World and other publications following the launch.
  • Positively altered the perceptions of iPass among many industry analysts and editors who had defined iPass previously as "just an aggregator."
  • Several major sales leads have been directly attributed to coverage from the launch.


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