ENTRADA CASE STUDY

Business Strategy
Entrada Networks was preparing to launch innovative products that extend and connect data storage networks over Internet Protocol and optical backbone networks. But the emerging storage networking industry was a fast-moving market shrouded in confusion, with lots of “noise” and dozens of high-profile players. To break through, Entrada needed to execute a flawless launch. There would be no second chance.

Positioning
Boston Communications conducted an intensive positioning review. We interviewed Entrada’s management and the leading thinkers in the Storage Area Network (SAN) market, and we analyzed market perceptions and competitive opportunities.

We positioned Entrada squarely at the nexus of storage and networking: Entrada Networks is pioneering SAN Transport. Entrada is not about hardware, it is about providing enterprise-wide access to information even if that enterprise spans the globe. Entrada helps companies connect islands of data separated by geography and by incompatible technology. Because of the deep expertise of Entrada’s management team in both optical networking and data storage, Entrada was uniquely positioned to meet this market need.

Entrada’s first product, the Silverline SAN over IP switch, was unique in that it would let customers connect otherwise-incompatible networks that used different network protocols. Silverline was designed to sidestep the ongoing standards wars. This attribute of protocol-neutrality was central to all product messaging.

Leveraging the PR Channel
With just six weeks before the launch of its first product, Entrada had to hit the ground running. Boston Communications secured briefings with the key analysts to whom the industry turns to sort out this emerging market.

We leveraged the escalating coverage of data and storage, positioning Entrada’s technology as the next big thing in storage. Business/tech press outreach focused on the executive-level benefits of Entrada’s technology. Trade press outreach conveyed the function and key features of Entrada’s first product.

Because gaining thought leadership status was crucial, we aggressively marketed the CEO’s vision of global storage networks through a series of contributed articles and executive Q&As.
Business Outcomes
Within just five months, Entrada was positioned for success in the storage networking market. The company emerged with a favorable identity and the attention of key industry influencers. Significant coverage was secured in trade and technology publications – with Entrada’s differentiators clearly standing out. Leading analysts provided critical validation of the company’s technology and business plan. Contributed articles and Q&As established Entrada’s CEO as a SAN transport thought leader, and he was invited to speak at a series of high-profile investor conferences. The foundation was in place for Entrada’s launch.

“Entrada is relatively unique in its position vs. others in the SAN over IP sector - they have built what appears to be a solid mid-range product that incorporates wide area connectivity…With all the hype, this is one to watch.” Steve Duplessie, Senior Analyst Enterprise Storage Group, November 2000