“Use Case Based Marketing:” Passive Aggressive (Yet Defensive) Competitive Messaging?

Peter Jarich

Peter Jarich – VP, Consumer Services and Service Provider Infrastructure

Summary Bullets:                 

  • The concept of marketing new technologies or solutions around use cases seems like a logical way to link deployment to real world carrier requirements and opportunities.
  • Use case marketing is also a not-so-subtle way to suggest that competitor messaging is based on hype more than reality, in the process flagging areas where a vendor potentially sees itself at a perceived competitive disadvantage it needs to counter.

Last week, Nokia held an analyst summit dedicated to its Fixed Broadband business.  One of the most anticipated topics was the discussion around software-defined access.  Beyond the fact that software-defined anything is buzzworthy,  going quiet on a hot, new (or new-ish) technology is a recipe for ceding mind share and giving customers a reason to listen to your rivals. Read more of this post