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Market Reposition Strategy

Challenge

NEC had established market awareness across its consumer, retail and enterprise hardware solutions, however it was not known for its innovation in software. While it did have some software solutions available in Australia, NEC’s challenge was to position itself as a software innovator that could compete with other software-focused companies.

Solution
To support the launch of NEC’s innovative new Software as a Service (SaaS) offering NEC Applications Net – Australia’s first SaaS supermarket – n2n communications:

  • Developed a targeted communications strategy that incorporated key message development, media and analyst relations and ongoing momentum activity to position NEC in the SMB business software space.
  • Played an integral role in shaping the marketing strategy for Applications Net – its message development influenced the marketing and advertising campaigns that ran concurrently with the media and analyst outreach.
  • Worked closely with NEC’s engineers to assist with the product branding, launch strategy and positioning in an already-competitive market

Result
The campaign resulted in briefings with 12 of Australia’s top SMB, business IT and trade journalists, 15 pieces of coverage and highly positive analyst endorsement. The widespread media coverage caused a spike in enquiries from new customers, partners and third party developers all keen to work with NEC.

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