Case Study: Soapstone Networks
About Soapstone Networks
Soapstone Networks leads the movement to Carrier Ethernet by delivering resource control systems that realize Next Generation Network (NGN) software-provisioned services in the new Carrier Ethernet transport network. Soapstone’s common control framework decouples services from underlying network technologies. The Soapstone solution dynamically provisions precise, SLA-quality services, continuously optimizing utilization of network resources to bring orderly, predictable business-driven behavior to service provider networks.
Business Challenge
Having recently changed its name from Avici Systems to Soapstone Networks and transformed its business strategy from core routers to Carrier Ethernet software, Soapstone Networks looked to the NXTcomm 2008 conference as a way to firmly establish itself as a fresh, innovative company changing the telecommunications landscape. Soapstone hoped to show carriers and service providers that by using the Soapstone PNC framework, they can have more control over multi-vendor environments and quickly introduce NGN services (from any vendor, not just the entrenched players) within weeks, not months or years.
Hart-Boillot Strategy
Communicating this message effectively presented significant challenges, due to the absence of a generally-available product, conflicting market messages about the future of Carrier Ethernet and the lack of any significant product, corporate or partner “news” to tout at the show.
Armed with nothing more than a product demonstration, Hart-Boillot set out to create a big splash for Soapstone and out-jockey more than 500 other exhibiting companies vying for media and analyst attention at the conference.
Results
Hart-Boillot arranged interviews and product demonstrations with Soapstone’s most important media and analysts including Light Reading, Telephony, Pipeline, EE Times, Xchange, SearchTelecom.com, Gartner, Synergy Research, Current Analysis, IDC, Yankee Group and Vertical Systems Group.
As a result, Soapstone received tremendous media coverage at NXTcomm, despite having no significant news. Pipeline’s editor Tim Young wrote an article declaring Soapstone a “company to watch” with a “bright future” and Telephony’s Richard Karpinsky conducted a TelephonyTV video interview with Soapstone founder Esmeralda Swartz, discussing the future of Carrier Ethernet and Soapstone’s revolutionary PNC Framework. Light Reading’s West Coast Editor Craig Matsumoto included Soapstone in a “Top Five Ethernet Trends” article, firmly establishing Soapstone as a company at the forefront of the Carrier Ethernet movement.
Sample coverage includes:
Soapstone Networks leads the movement to Carrier Ethernet by delivering resource control systems that realize Next Generation Network (NGN) software-provisioned services in the new Carrier Ethernet transport network. Soapstone’s common control framework decouples services from underlying network technologies. The Soapstone solution dynamically provisions precise, SLA-quality services, continuously optimizing utilization of network resources to bring orderly, predictable business-driven behavior to service provider networks.
Business Challenge
Having recently changed its name from Avici Systems to Soapstone Networks and transformed its business strategy from core routers to Carrier Ethernet software, Soapstone Networks looked to the NXTcomm 2008 conference as a way to firmly establish itself as a fresh, innovative company changing the telecommunications landscape. Soapstone hoped to show carriers and service providers that by using the Soapstone PNC framework, they can have more control over multi-vendor environments and quickly introduce NGN services (from any vendor, not just the entrenched players) within weeks, not months or years.
Hart-Boillot Strategy
Communicating this message effectively presented significant challenges, due to the absence of a generally-available product, conflicting market messages about the future of Carrier Ethernet and the lack of any significant product, corporate or partner “news” to tout at the show.
Armed with nothing more than a product demonstration, Hart-Boillot set out to create a big splash for Soapstone and out-jockey more than 500 other exhibiting companies vying for media and analyst attention at the conference.
Results
Hart-Boillot arranged interviews and product demonstrations with Soapstone’s most important media and analysts including Light Reading, Telephony, Pipeline, EE Times, Xchange, SearchTelecom.com, Gartner, Synergy Research, Current Analysis, IDC, Yankee Group and Vertical Systems Group.
As a result, Soapstone received tremendous media coverage at NXTcomm, despite having no significant news. Pipeline’s editor Tim Young wrote an article declaring Soapstone a “company to watch” with a “bright future” and Telephony’s Richard Karpinsky conducted a TelephonyTV video interview with Soapstone founder Esmeralda Swartz, discussing the future of Carrier Ethernet and Soapstone’s revolutionary PNC Framework. Light Reading’s West Coast Editor Craig Matsumoto included Soapstone in a “Top Five Ethernet Trends” article, firmly establishing Soapstone as a company at the forefront of the Carrier Ethernet movement.
Sample coverage includes:
- http://telephonyonline.com/telephonytv/index.html – TV interview with Soapstone co-founder Esmeralda Swartz shines a spotlight on the company’s revolutionary PNC framework and growing market opportunity.
- http://www.lightreading.com/document.asp?doc_id=157100&page_number=2 – Prominently features Soapstone Networks in a “Top Five Ethernet Trends” feature article.
- http://www.pipelinepub.com/0708/EC5_1.html - Pipeline editor Tim Young proclaims Soapstone Networks a “company to watch in the future.”
