Challenge

Starent Networks was a manufacturer of carrier-grade gateways for mobile and wireless operators who were embracing the transition from 2G to 3G, and eventually 4G wireless technologies. The company had experienced tremendous growth, including a successful IPO in 2006. The IPO changed the competitive landscape for the company as it was now being more seriously targeted by its direct and indirect competitors. Our challenge was to take the marketing effort to a level associated with a growing public company in a high-visibility marketplace.

Solution

Ward Hill Marketing worked closely with Starent’s in-house marketing team to fine-tune the messaging around the company’s transition to 4G technology. The timing was especially crucial as the company had been reporting very good financial results, increasing its attractiveness to investors and potential acquirers. A new web site with heavy multimedia content and functionality was developed and launched in just a few months. New videos with product managers and client testimonials rounded out the depth of visual information on the site. WHM then embarked on an effort to reorganize Starent’s literature system based on the different operator network variants (3GPP, 3GPP2, WiMAX, LTE, etc.), using a sophisticated and stylized design template. This became additional web content, as well as printed sales literature. Finally, a series of videos with professional actors was developed to serve as an internal and external tool that humorously highlighted Starent’s advantages over its competitors.WHM seized this window of opportunity to make it harder for competitors to market without direct comparison to Starent.

Result

In 2009, Starent Networks was acquired by Cisco Systems.WHM helped transition the program to the broader Cisco marketing and brand teams. Subsequently, Cisco’s senior marketing director for the new group praised WHM’s marketing efforts, remarking upon the professionalism and sophistication of the materials and videos.