Shaping the Global Wireless Market
Motorola Good Technology Group - Case Study
Introduction
Just as cell phones and laptops became mainstream in the 1990’s, the next phase in mobility brought the desktop experience to smartphones. Good Technology played a critical role in pioneering the market and sparked a compelling debate with competitor Research in Motion, known for its Blackberry.
In December 2004, Good selected Horn Group as its communications agency to drive adoption for its wireless solution and define the future of mobile computing. From producing a major industry summit one month into the relationship to supporting them through their acquisition by Motorola, Horn Group took calculated steps to make Good’s voice heard and ultimately shape the global wireless market.
About Good Technology
Motorola acquired Good Technology in January 2007 to form the Motorola Good Technology Group, a leader in enterprise wireless handheld computing software and services, delivering critical corporate information to the handhelds users choose, over the networks they prefer. Thousands of enterprise customers have selected Good Mobile Messaging as their wireless messaging standard, including Aventis-Behring, UnumProvident, CB/Richard Ellis, Visa, Dell, and EDS. Good Mobile Messaging empowers mobile professionals at these organizations to communicate with customers, suppliers, and partners as efficiently and effectively from their smartphones as they do when at their desks.
Strategy and Tactics
Our goal with Motorola Good Technology Group was to drive the adoption of a software alternative to Blackberry, while creating awareness and building affinity across a complex selling market including carriers, device makers and enterprise application providers.
Horn Group’s strategy evolved with the market. At the beginning, the only real competitor was Research in Motion, so the challenge was to demonstrate that a software alternative was viable, when there were so few other choices on the market. Then, as devices began to proliferate, we focused on the fact that Good was really the only hardware-agnostic player on the market. Now, with the Motorola acquisition, the market has morphed again, and Good’s software is the critical component for delivering a consistent, productive mobile experience from the executive office to the shop floor. Throughout, our focus has been on developing and maintaining ongoing dialogue with media and analysts, participating in device reviews to illustrate what should be expected of the enterprise mobile experience, and articulating a vision for the wireless market.
- Produced the Wireless Summit, providing thought leadership on the future of mobility
- Established Good as a sustainable pioneer by supporting an acquisition and major reseller relationship announcements
- Introduced alternatives for “Blackberry Blackout” victims
- Promoted Good’s expanded global footprint
Results
Over the course of our relationship, Motorola Good Technology Group has garnered hundreds of news articles in wireless and technology trades and national business outlets. On Friday, November 10, 2006, Motorola announced its intent to acquire Good Technology. The communications activities leading up to the acquisition enabled Good’s voice to be heard to the people who matter. Good will continue its strategy of providing software to the enterprise, building on its heritage of pioneering the future of mobility.