Positioning disruptive technology

Case Studies
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CCgroup was tasked with maximising awareness of Bluwan’s microwave technology and showcase its market-changing capabilities

Challenge:

Bluwan enables telecoms service providers to use next generation point to multipoint microwave technology to cost effectively extend the reach of fibre network infrastructure. Bluwan delivers high bandwidth broadband access in emerging markets, and provides backhaul infrastructure for small cell deployments in 4G-ready markets.

After completing a period of R&D, Bluwan was ready to showcase the capabilities of its technology for the first time. In November 2012 it signed its first commercial deal with Globecomm Systems and Somcable to deliver next generation broadband across the Horn of Africa.

CCgroup was tasked with maximising awareness for this deal while showcasing the benefits of Bluwan’s ‘fibre through the air’ technology to other African operators.

Creative:

CCgroup was determined to prove how parts of Africa faced a series of critical decisions if they were to successfully bridge the digital divide. Working closely with Bluwan, CCgroup created an ‘Access in Africa’ positioning paper which emphatically showed how widespread broadband connectivity issues were across the continent. This included analysis of the confusing plethora of technologies that all promise to increase internet connectivity, while also strongly positioning Bluwan’s technology as the most appropriate option.

CCgroup opted to unveil this positioning paper alongside Bluwan’s Somcable customer announcement at the annual AfricaCom trade show held in Cape Town. This event often attracts leading executives from the African operator community. This gave Bluwan the perfect platform to engage with influential media and analysts that specialise in the emergence of broadband in Africa, as well as capture the attentions of new operator prospects.

The media announcement and white paper launch were also supported by a short series of three “teaser” blog posts that generated anticipation among Bluwan stakeholders for the forthcoming announcements.

Consequence:

The ‘Access in Africa’ campaign was a big success for Bluwan. The Somcable announcement received blanket coverage in titles including Bloomberg, Africa Telecoms, Communications Africa, Total Telecom and Global Telecoms Business. The campaign even captured the interest of the United Nations, which posted the link to the announcement on its twitter timeline (@UNHCR). Most of these articles stemmed from joint customer briefings with the media and analyst community that were delivered in advance of and during AfricaCom. In total, Bluwan conducted more than a dozen briefings with top tier business and trade media and analysts.

The ‘Access in Africa’ positioning paper was hosted online. Bluwan publicised its availability across its customer newsletter to drive downloads amongst the African operator community. The position paper garnered a 26% click through rate from the customer newsletter to Bluwan’s landing page focused on the African market.