The GSMA is focused on innovating, incubating and creating new opportunities for its membership, all with the end goal of driving the growth of the mobile communications industry. So, to tackle this problem, the GSMA convened a ‘Mobile Broadband’ working group of operators, PC OEMs and others to build technical specifications to support product development.
Its aim is to clearly communicate the benefits of Mobile Broadband-enabled devices to consumers and drive demand for Mobile Broadband-enabled devices by simplifying the buying decision. To that end, it created a ‘service mark’ to be used on products, packaging and promotional materials from PC OEMs and operators.
The GSMA called on CCgroup, its lead PR consultancy, to launch the service mark to the world with a dual aim. Firstly, to drive interest from additional operators and PC OEMs to join the working group and commit to using the service mark. And secondly to introduce the service mark and what it stood for to the US, pan-EMEA and pan-APAC consumer and business audience ahead of individual country campaigns launched by PC OEMs and operators.
As well as the challenges of launching a ‘new’ way of staying connected in a crowded market, the CCgroup co-ordinated 16 mobile operators and laptop manufacturers, and managed a group of PR agencies around the world.
CCgroup devised the global strategy, story and messaging around the launch of Mobile Broadband to the media. This was backed up by pre-briefings with analysts, to recruit them as advocates of Mobile Broadband, and media. The whole campaign was then driven, implemented and managed by the CCgroup.
The pre-briefing conference call was attended by nearly 20 analysts. Over 200 titles across the globe covered the story, including top titles such as FT, BBC, Dow Jones, BusinessWeek and Reuters. 93% of coverage was on-message and supportive. The campaign delivered more than 1.5 billion opportunities to see the service mark story around the world.
"At this year’s Mobile World Congress the GSM Association clearly asserted its thought leadership, driving a news agenda that truly stood out among thousands of players in the mobile communications industry."
"CCgroup was a key contributor to our success at the event with its broad expertise in the telecoms arena, keen understanding of the market dynamics and strong relationships with international media and analysts. CCgroup again demonstrated its ability to execute, delivering results that surpassed our previous achievements and helped position the GSMA as the voice for the mobile industry."
Michael O’Hara, CMO, GSM Association
Its aim is to clearly communicate the benefits of Mobile Broadband-enabled devices to consumers and drive demand for Mobile Broadband-enabled devices by simplifying the buying decision. To that end, it created a ‘service mark’ to be used on products, packaging and promotional materials from PC OEMs and operators.
The GSMA called on CCgroup, its lead PR consultancy, to launch the service mark to the world with a dual aim. Firstly, to drive interest from additional operators and PC OEMs to join the working group and commit to using the service mark. And secondly to introduce the service mark and what it stood for to the US, pan-EMEA and pan-APAC consumer and business audience ahead of individual country campaigns launched by PC OEMs and operators.
As well as the challenges of launching a ‘new’ way of staying connected in a crowded market, the CCgroup co-ordinated 16 mobile operators and laptop manufacturers, and managed a group of PR agencies around the world.
CCgroup devised the global strategy, story and messaging around the launch of Mobile Broadband to the media. This was backed up by pre-briefings with analysts, to recruit them as advocates of Mobile Broadband, and media. The whole campaign was then driven, implemented and managed by the CCgroup.
The pre-briefing conference call was attended by nearly 20 analysts. Over 200 titles across the globe covered the story, including top titles such as FT, BBC, Dow Jones, BusinessWeek and Reuters. 93% of coverage was on-message and supportive. The campaign delivered more than 1.5 billion opportunities to see the service mark story around the world.
"At this year’s Mobile World Congress the GSM Association clearly asserted its thought leadership, driving a news agenda that truly stood out among thousands of players in the mobile communications industry."
"CCgroup was a key contributor to our success at the event with its broad expertise in the telecoms arena, keen understanding of the market dynamics and strong relationships with international media and analysts. CCgroup again demonstrated its ability to execute, delivering results that surpassed our previous achievements and helped position the GSMA as the voice for the mobile industry."
Michael O’Hara, CMO, GSM Association
