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Situation Analysis

Qpass’ mobile commerce platform has processed more than 400 million premium downloads across wireless, VoIP and WiFi networks, establishing the company as a proven industry leader. However, the phrase “industry leader” no longer resonates with the press, weary of the hundreds, if not thousands, of technology companies making similar claims. To establish Qpass as an authoritative resource among the many mobile content players today, the company sought to take a leadership stance on a hot technology issue, offering commentary and initiating dialogue with influencers and customers.

Execution

As the race to deploy advanced content services on mobile intensified, media coverage rarely hinted at the complex back-end infrastructure. Worldwide, carriers offering innovative downloads and services worth billions of dollars in revenue were in fact actually losing money due to inadequate billing systems unequipped to facilitate these premium services.

Qpass, whose platform supports more than half of the wireless transactions in the country today, was in a unique position to offer insight on key issues confronting carriers and content providers. Given the potential high interest in the revenue leakage story, Text 100 recommended Qpass author a position paper on the issue and use the paper to engage with audiences at the CTIA Wireless I.T. Conference.

Armed with the white paper authored by industry analyst Iain Gilliott, Qpass was poised to raise awareness and create dialogue around revenue leakage, as well as to establish itself as an authority and thought leader in the industry.

At CTIA, Text 100 secured briefings with more than a dozen reporters from top business press, as well as key technology, trade and local reporters on the topic of revenue leakage. Qpass executives provided details about the revenue leakage study as well as the broader strategy and vision for Qpass. These briefings served to educate reporters about the expanded scope of Qpass’ offerings including guidance and context around the company’s acquisitions made earlier that year. Articles appeared in major business and trade publications such as Time, BBC online, Wireless Week, InfoWorld, Mobile Media, The Register (London), Seattle Times, New Media Age and ZDNet, among others.

Evaluation

The campaign around the revenue leakage issue resonated strongly with audiences and successfully established Qpass as an industry thought leader and an innovator able to provide insightful commentary on issues and challenges facing the wireless industry today. In fact, several reporters remarked that this was exactly the type of issue that should have been addressed in the keynote sessions of CTIA.