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The Symbian Foundation – A Case Study
The Symbian Foundation, the independent not-for-profit organization that supports the largest mobile operating system worldwide, had three major challenges when they approached TCG: (1) Implement new programs while working to release the entire Symbian operating system as an open source project; (2) Continue to attract individuals and organizations to develop dynamic applications on the platform; and (3) Be the hub of a technology movement through supporting, championing, and leading this community to create a more effective and open engine for innovation than competing commercial efforts could ever produce.
Executive Director Lee Williams appointed TCG partner Ted Shelton as a leadership team member and interim head of marketing. TCG then implemented our "Open Management" strategy – restructuring the marketing organization, hiring for key positions, providing training for existing staff and implementing open communications initiatives. In addition, TCG helped build Symbian's developer program including Horizon, Symbian's new application publishing platform. Finally, TCG assisted in creating a set of strategic partnerships to help grow the Symbian
Tags: Communications, Research, Strategy, Technology
Adknowledge – A Case Study
Positioning and up-leveling a new company in "virtual currency," which had recently emerged as an alternative method for monetizing the burgeoning market for social games. Super Rewards was one of several companies vying for leadership in this market, but none of the players had yet earned recognition among influencers in the business, advertising, and media markets.
TCG positioned Super Rewards as a leader in a category that had already begun to monetize not only social games but social networks. At the time of the engagement, many influencers had written off social networks as unmonetizable. By positioning virtual currency as the most effective approach to monetizing social sites, Super Rewards rapidly earned credibility in the advertising and media communities. Just four months after the beginning of the engagement, Super Rewards was acquired by Adknowledge, the world's largest independent ad network.
Tags: Communications, Strategy
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