Creating a Market Leader

When it hired Calysto, Alloptic wanted to become a recognized leader in the passive optical network (PON) market space so that it could sell more effectively to companies in the broadband, MSO and telco space.

The challenge was clear: Given that PON is a very broad, crowded market segment, many companies had already established themselves as leaders in that category. Calysto knew that to establish Alloptic as a leader in the optical market, Alloptic needed an innovative new approach and message.

So Calysto suggested that Alloptic strategically use public relations to establish itself as a leader in a relatively unknown technology subcategory within the optical market: the Radio Frequency over Glass (RFoG) subcategory. Calysto knew that by positioning Alloptic’s message correctly, the company could “own” the RFoG category.

Using a variety of strategies – including implementing an extensive marketplace educational campaign on RFoG, developing analyst “champions” for Alloptic and creating a large “customer story bank” of case studies that could be pitched to the media – Calysto soon achieved its goal of having Alloptic recognized as a leader in RFoG.

Within 6 months after the campaign began, Lightwave had already called Alloptic an “early frontrunner” in the cable MSO space – and Alloptic was positioned alongside big players such as Nortel and Corning in Last Mile Magazine’s Broadband Innovations product showcase.

Also thanks to the campaign, research analyst firm Current Analysis noted Alloptic’s “leadership position” in the space and Broadband Gear Report gave Alloptic top honors in its 2009 Diamond Technology Reviews.

Just 27 months after hiring Calysto to manage its strategic, targeted public relations program, Alloptic’s product portfolio was successfully acquired by CTDI, a full-service, global engineering, repair and logistics company.

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