Case History

Mobilized Computing Takes Off

Situation

Hitachi PC was the 109th notebook manufacturer to enter the U. S. market. While its products lagged the competition in a number of important areas, Hitachi was the first to introduce models with built-in LAN ports and pre-loaded connectivity software. Working as part of an integrated marketing team, we helped the company build a strong mobile brand positioning around those features – called "Mobilized Computing."


These people are always thinking about business success. They have great branding expertise. But they also know how to manage successful product reviews, and drive sales. I consider them lifetime partners.

—David Hancock, Hitachi PC

Objectives

  • Build a strong brand for Hitachi PC as a leader in mobile computing
  • Become one of the top 10 ranked notebook companies within one year of start-u

 

Special Connections

  • We helped Hitachi "win all reviews" by establishing a new category of mobile-optimized notebooks. Rather than joining the round-up confusion, we orchestrated a program of stand-alone reviews and "mobile" sidebars.
  • We created dramatic visual ways to showcase the power of mobilized computing, including our series of "Drop Zone" promotions. Hitachi product managers would skydive with notebooks, playing computer games with counterparts among members of press on the ground. These events were covered by national TV and on the covers of trade magazines.
  • We helped CEO David Hancock become a recognized visionary for mobilized computing by equipping him with an up to the minute body of statistics and sound bites on mobile computing as it related to every current trend. Hancock quickly became highly visible as a keynote speaker at venues like Mobile Insights and PC Expo and in front page articles in media like the Wall Street Journal and New York Times.

Results

  • Hitachi exceeded its ranking objective, going from #109 to #9 in less than one year.
  • Third party Delahaye Report research ranked the company #3 in terms of volume of coverage (behind only IBM and Compaq) and #1 in positive-mention ratio of coverage, on a fraction of the budget of what other top 10 notebook manufacturers were spending.
  • Each of the company’s three senior executives has hired us again.