Motorola Solutions: Revitalizing a Developer Toolkit

Clement | Peterson was brought on to help relaunch RhoMobile, Motorola Solutions’ mobile application development platform, and to grow the product’s awareness among developer communities and enterprises.

The strategy called for a full PR program, emphasizing proactive media relations alongside speaking engagements at targeted mobile developer conferences, thought leadership placements across several verticals that RhoMobile touched, and a continued drumbeat of analyst briefings. All facets were designed to gain market share for the revamped product suite.

The initial PR push set the tone for the product’s relaunch. 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 Business Solutions Magazine, among others. Industry op-eds pitched and placed with popular developer-read outlets such as Enterprise Apps,, DZone, Mobile Enterprise Magazine, AppIndex, and App Developer Magazine pushed RhoMobile 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 directly overlapped with RhoMobile’s target audience. By telling the story through the eyes of these customers, RhoMobile earned coverage (several times over) 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) was acquired by Zebra Technologies.

Tech sectors: App developer platform, channel, verticals (including retail and utilities)

PR strategies: media outreach, customer narratives, thought leadership bylines, analyst briefings, speaking engagements

Sample publication placements: