Motorola Solutions brought in Clement | Peterson to help relaunch RhoMobile, the company’s mobile application development platform targeting verticals like retail, manufacturing, and utilities, and to grow the product’s awareness among developer communities.
The strategy called for a full PR program, emphasizing proactive media relations alongside speaking engagements at targeted mobile developer and vertical conferences, though leadership placements across the verticals that Motorola Solutions wanted RhoMobile in front of, and a continued drumbeat of analyst briefings. All facets were designed to gain market share for a revamped product suite.
The initial PR push set the tone for the product’s launch. Out of the gate, RhoMobile earned coverage in key industry publications read by developers and potential channel partners (also an important audience for the platform), including Software Development Times, ProgrammableWeb, Network World, Application Development Trends, InfoQ, and eWeek, among others. Industry op-eds pitched and placed with popular developer-read outlets such as Enterprise Apps, Developer.com, DZone, Mobile Enterprise Magazine, AppIndex and App Developer Magazine pushed the RhoMobile story into additional publications.
While app developer publications were important, Clement | Peterson was also able to leverage RhoMobile customers to extend the enterprise app development story into industry-specific outlets that overlapped with RhoMobile’s target audience. By telling the story through the eyes of these customers, RhoMobile earned continual coverage in key retail, utility, and manufacturing media.
Clement | Peterson also secured speaking engagements for Motorola Solutions’ technical leaders at global developer events including OSCON, Gartner AADI, Droidcon, AnDevCon, ISV IQ, and ModevCon. Additionally, Clement | Peterson was able to successfully earn the RhoMobile platform industry awards to build the product’s credibility, including a CRN Tech Innovators award and an HTML5 App Development Award win.
The successful engagement concluded when Motorola Solutions’ Enterprise business (including its RhoMobile product line) was acquired by Zebra Technologies.
B2B tech sectors: application development, channel, industry verticals (including retail, manufacturing and utilities), developer tools
Strategy and tactics: media outreach, rapid response, technical and high level thought leadership bylines, analyst briefings, speaking engagements
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