Telecommunications PR

Unified communications. The rush to support cloud computing. Copper, coax and fiber. The ongoing transition from TDM to IP. It’s not time to cut the wire just yet.

New regulations. New technologies. New competitors. Let’s face it: It’s not your father’s telecommunications industry.

Established telecom players today face competition from all corners of the world. Voice over IP (VoIP) players have made great strides in stealing customers from traditional telephony providers. Meanwhile, consumers are continuing to cut the cord and rely on mobile networks instead of fixed lines to support their communications.

In fact, the line between voice, broadband and mobile services is blurring quickly, as networks, devices and applications continue to converge and the move toward unified communications accelerates. And as both wireline and wireless players persist in their move to an all-IP network architecture, this convergence will continue even faster.

Fortunately, new revenue opportunities are also emerging. Broadband players are finding new ways to help drive the connected economy. And service providers both large and small are exploring new revenue streams by offering quadruple play, cloud computing and managed telepresence services.

We Understand Your Challenges

At Calysto Communications, we understand the challenges companies face as a result of today’s quickly changing wireline telecom landscape. The Calysto team has helped both emerging and established telecom players break into new markets, establish their company as a market leader and get the kind of coverage that gets them noticed.

Just ask the Calysto client Alloptic. 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 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.

Or ask Calysto’s client Hitachi Communication Technologies America (Hitachi-CTA), which wanted to make a big splash when it unveiled its new Optical Transport Platform in conjunction with a leading trade show – in part to drive traffic to its booth at the show.

To support these goals, Calysto secured several key media placements on the first day of the show. In fact, the new product announcement received about 1 million media impressions within the first 24 hours after it was released. As a result, the Hitachi-CTA booth received 10 times the amount of traffic from Tier 1 service providers than it had during the prior year’s show – despite the fact that show attendance was lower than the previous year.

Calysto also helped Telica, a start-up VoIP player, get the attention of Lucent (now Alcatel-Lucent). In less than a year after Calysto started working with Telica, Calysto successfully transformed the market's perception of Telica from that of a small player in the softswitch market to that of a recognized Tier 1 player and a leader in the softswitch VoIP market. The result: Lucent bought Telica for $295 million.

Calysto has a long history of delivering results-oriented telecom public relations, media relations and social media services to telecom companies of all sizes. Including service providers. Equipment and component manufacturers. Operations support system and business support system (OSS and BSS) providers. And more.

Here’s just a sampling of the companies that Calysto team members have worked with in telecom: Adtran, Alcatel-Lucent, Alloptic, Allot Communications, Avaya, Avici Systems, BroadSoft, Broadwing, Cbeyond Communications, Ciena, Equant, GlobalLogic, Global IP Solutions, Intec, Level 3, Metasolv Software, Oracle, RadiSys, Symmetricom, TalkingNets, Tekelec, Telecommunications Industry Association, Telica and Tellabs.

Whether you’re a start-up trying to break into the market…or an established player trying to break through the noise…Calysto can help you implement a globally focused public relations and social media plan that gets your company noticed.

Interested in finding out more, contact us.