Client Name: mBlox, Inc.
Headquarters: London, United Kingdom.

Goals:

• To create a definitive category for mobile messaging infrastructure in the U.S., enhance the company’s credibility and momentum, and build significant market share.
• To introduce the company in the U.S. and APAC markets by leveraging its rich history in the U.K. for managing premium SMS services, operations, and billing for carriers and content companies.
  

Strategy:
Hired Abelson Group to launch the company in the U.S. and APAC, and develop consistent communications programs aimed at driving awareness and adoption for carriers and mobile content companies. Soon selected Hotwire, a U.K.-based PR agency, as Abelson Group’s partner in EMEA to drive an integrated, consistent program across multiple markets in that region.

Results:
Within two weeks of the campaign’s inception, Abelson Group established mBlox’s corporate presence in the U.S. market, and secured extensive coverage in RCR Wireless, Wireless Review, Wireless Week, NBC News, BBC, and New Media Age (U.K.). In addition, Abelson Group:

• Quickly positioned mBlox in the U.S. and U.K. as an industry expert and authoritative thought leader in mobile marketing infrastructure.
• Created networking and thought leadership opportunities through involvement with organizations such as the MMA, MEF, and others; placed executives on the U.S. and global boards of directors of these and other organizations.
• Consistently developed visibility through coverage in business media, trade media, and analyst reports, yielding a shorter sales cycle and reducing barriers to entry with content providers and carriers.
  • Launched mBlox Singapore in APAC into a highly-competitive, very mature mobile messaging market; Abelson Group leveraged a key acquisition of the operations and billing portion of local market giant, LaNetro Zed, to establish immediate credibility and momentum for mBlox’s APAC operations. The firm also managed speculation and communications for this acquisition, and garnered very positive media coverage.