Motorola Mobility fuses innovative technology with human insights to create experiences that simplify, connect and enrich people’s lives. Its portfolio includes converged mobile devices such as smartphones and tablets, wireless accessories, end-to-end video and data delivery, and management solutions that include set tops and data-access devices.
Motorola Mobility turned to 151 Advisors to help its newly formed Enterprise Group develop their enterprise marketing channel strategy and then design, create and execute on building a national reseller channel and distribution program. The focus of the project was to position Motorola Mobility as a leader in the enterprise and vertical market channels by executing a plan to identify, qualify premier value-added channel partners who would stock, bundle and distribute Motorola smartphones and the Zoom tablet product.
The 151 team designed and created all of the components needed for the launch and deployment of a successful program. The 151 team used its executive-level industry connections to introduce the offers to leading distributors and resellers, and as a result, Motorola Mobility executed agreements with Ingram Micro, Synnex and CDW.
Researched the top vertical markets and VAR targets for reseller partnerships
Developed a channel partner awareness campaign for enterprise resellers that included demo units, product overviews, sales tools and a product/software roadmap
Designed and rolled out a new ISV and VAR program to attract new enterprise channel partners
Conducted analysis on carrier activation pricing and commission strategy with detailed financial analysis
Created a reseller portal for Motorola channel partner management and marketing teams
Executed partnership outreach to leading distributors and resellers to develop the enterprise sales channel
Developed a sales incentive program for the distributors and channel partners
Working with 151 Advisors, Motorola Mobility’s Enterprise Group was able to quickly sign Ingram Micro, Synnex and CDW as national channel partners and roll-out a complete and detailed enterprise program that resulted in sales of tens of thousands of smartphone and tablet devices being sold through resellers. This allowed Motorola Mobility to position itself in the enterprise and vertical market channels as a leader with quality products, support programs, competitive pricing and complete solutions.
Exacaster is a leader in customer behavior prediction analytics for sales and marketing organizations in the telecommunications and retail industries. Exacaster’s cloud-based customer behavior prediction service is based on advanced machine-learning technologies and has been developed for marketers to better understand and fully utilize the vast amount of internally collected data from an easy-to-use cloud platform.
The Exacaster platform is currently predicting the behavior of more than 20 million wireless subscribers across the globe. Carolina West Wireless, Tele2, Ultra Mobile, and Millicom are some of the wireless carriers currently using Exacaster to reduce subscriber churn, up-sell products and manage marketing campaigns.
After the initial company launch in Europe during early 2011, Exacaster turned to the 151 Advisors team to develop and execute market entry strategies for North America. With no customers or brand visibility within North America, Exacaster partnered with 151 Advisors because of the team’s significant experience bringing new technologies to market and its extensive executive level network within the North American telecommunications industry. This allowed Exacaster to quickly insert itself into the necessary ecosystem to execute North American market entry strategies, gain market presence, brand awareness and build initial traction and momentum.
151 Advisors recognized the need to develop a North American-based wireless carrier reference account prior to more broadly launching and marketing Exacaster in North America. The 151 Advisors team developed a marketing and sales strategy, along with the necessary collateral, to target tier two wireless carriers and within 4 months secured a contract with a tier two US wireless carrier.
151 Advisors also established a partnership between Exacaster and the Competitive Carriers Association (CCA) to market Exacaster as a technology partner to the 100+ carrier members in CCA. The partnership was finalized in April 2013 and has since resulted in several more clients among CCA carrier members.
151 Advisors provided a comprehensive set of services for Exacaster’s North American US market entry strategies and execution that included:
Developed and executed market entry strategies to target the tier 2 wireless carrier market with direct sales outreach, in-person/online product demos and trade show exhibits
Researched competitive market analysis report outlining opportunities and threats within the US market
Created localized marketing collateral for sales presentations, trade shows and Exacaster website
Built brand through PR/marketing to announce North American product launch and partnerships
Developed partnerships with industry associations and sales organizations to expand sales presence, build brand awareness and execute market entry strategies
Introduced investors for future financing and/or M&A transactions
As a strategic partner, 151 Advisors helped Exacaster develop a successful market entry strategy for the North American market, close a key reference account within 4 months of the engagement, negotiate a strategic marketing partnership with the premier association of North American tier two wireless carriers, and secure several more wireless clients to build Exacaster’s North American client base.
Building off this initial foundation, 151 Advisors continues to act as Exacaster’s North American management team providing strategic direction, sales and marketing activities, expanding partnership opportunities and, most importantly, securing wireless carrier clients.
SmrtGuard Develops Go-to-Market Strategy to Grow User Base
SmrtGuard was a cloud service application for managing a broad range of security and privacy threats on smartphones and tablets. Protection encompassed malware scanning, SIM security, remote device locate and wipe, personal safety features including family member locator, remote camera control and emergency alerts. The service also included mobile backup of PIM content with full restore to the same or a different device.
SmrtGuard, now known as Snap Secure, was one of the first and most comprehensive mobile security suites on the market with antivirus, anti-malware and a wide range of personal safety feature to both protect smartphones against attack and loss of personal data as well as enhance the physical safety of their owners. Early features included a 911 button for BlackBerry devices, remote device tracking via GPS and remote device management.
SmrtGuard turned to 151 Advisors to help transform the company from a small BlackBerry mobile application developer to a successful mobile startup with a clear growth plan, go-to-market strategy and exit plan. With just a few thousand BlackBerry users, SmrtGuard needed help developing a go-to-market strategy to grow its user base, executing a global business development plan to create new sales and marketing channels, establishing a clear product roadmap for expansion of features and new operating systems, and creating a plan to achieve its growth and exit strategy goal of acquisition.
151 Advisors immediately recognized SmrtGuard’s potential and put forth an aggressive channel go to market strategy with an initial emphasis on developing BlackBerry and iPhone security apps. In a short amount of time, SmrtGuard was able to establish itself as one of the early innovators of mobile security and built a solid presence in this newly emergent space. 151 Advisors supported the SmrtGuard team with a multitude of services that provided SmrtGuard with strategic direction and tactical execution.
Researched competitive product and service on the market
Developed business model, growth plan and user acquisition strategy
Designed and executed product promotion and go-to-market strategy
Conducted pricing and financial analysis
Supported strategic roadmapping for product and platform
Created corporate and product branding, positioning and marketing collateral
Generated channel go-to-market strategy and execution with OEMs, Wireless Carriers, and ISVs
Advised on the procurement of a public relations and analyst relations firm
Served as strategic advisory to C-level executives
Introduced investors for financing and M&A transactions
Working with 151 Advisors produced very successful results for SmrtGuard through the execution of 151 Advisors go-to-market strategy. During the engagement, 151 Advisors helped SmrtGuard launch iPhone and Android applications and grew its user base from just a few thousand to nearly one million users. 151 Advisors also set up partnership meetings and managed relationships with numerous prospects which resulted in strategic sales channels and marketing partnerships with wireless carriers and distributors in North American, European, Asian and Latin American markets.
In 2011, under 151 Advisors guidance and direction, SmrtGuard was able to realize a successful exit via acquisition in October 2011 when the company was acquired by Exclaim Mobility (now Snap My Life, Inc.), a leader in the mobile application and service space.
Quickoffice was the worldwide leader in mobile office applications for mobile professionals, business, education and individuals. Installed on over 450 million devices in more than 180 countries, Quickoffice represented the highest quality mobile office software available and revolutionized the way people use their mobile devices.
Quickoffice’s flagship, award-winning software allowed mobile professionals to view, edit and create Microsoft Word, Excel and PowerPoint documents on their mobile device. Through the software’s seamless integration with the cloud and the most relevant cloud services available in the market, it enabled simple, anytime, anywhere access to important content. Available direct-to-consumer in leading App Stores or via handset OEMs, Quickoffice provided leading solutions for Android, iPhone, iPad, HP webOS and Symbian platforms.
As the global leader in mobile office productivity solutions, Quickoffice turned to 151 Advisors for their experience building successful mobile technology companies and expertise in taking products and services to market. The initial engagement was for 151 Advisors to take Quickoffice’s vision for a mobile cloud-based productivity platform and develop a go-to-market strategy to turn it into a realistic, sustainable business model.
151 Advisors ran product management for this new platform, positioning the company for high visibility and an eventual acquisition. Ultimately, this resulted in the launch of the company’s connected productivity service Connect by Quickoffice, but also included a comprehensive set of strategy and product management services during the three year engagement.
Created strategic roadmap for platform and product management
Developed corporate and product branding, positioning and market differentiation
Generated a corporate strategy with a build vs. buy analysis of corporate and product opportunities
Performed sales and channel partner analysis
Developed marketing plans, brand building collateral and promotional documentation
Served as strategic advisory to C-level executives
Introduced investors for future financing and M&A transactions
In addition to running product management for this new platform 151 took on the responsibility for all product management activities and acted as the Chief Strategy Officer and corporate advisor to the CEO.
The 151 Advisors team helped Quickoffice transition from purely a mobile software provider to a cloud services company that launched Connect by Quickoffice in 2012, and became the most sought after mobile software and mobile software company in the world. Connect by Quickoffice was a cloud-based service that allowed consumers and businesses to create, access and edit documents from anywhere with any device. This included document creation, editing, real-time sync and collaboration features on from devices including smartphones, tablets and desktops.
As part of it’s product management and brand visibility work, 151 Advisors helped Quickoffice evaluate and court potential buyers for the company, which ultimately led to the company’s acquisition by Google in June 2012.