The Bring Your Own Device market is hotly contested. As enterprises struggle to manage security on employees’ own mobile devices, vendors jostle for mindshare. Good Technology, a secure mobility provider recently acquired by BlackBerry, kicked off a PR and social campaign with LEWIS in January 2013. The main objective was to grow Good’s share of voice (SOV) against competitors AirWatch, MobileIron and Citrix XenMobile.
Despite challenges faced in the highly competitive market, such as MobileIron’s IPO and AirWatch’s acquisition by VMware, LEWIS built a robust communications program that propelled Good from third place in SOV to the number one position.
Central to the campaign was the Mobility Index Report. This quarterly report analyzed device and app activations to provide insights into adoption of mobile apps in the enterprise. LEWIS identified topical story angles within each quarter’s results. We worked with a targeted group of enterprise technology reporters to gain coverage for the findings.
By the end of 2014, Good Technology surpassed its competitors in terms of media SOV. By Q3 2014, Good Technology’s total SOV was 38%, ahead of AirWatch (24%), MobileIron (29%) and Citrix (9%). Q2 2015 marked the seventh consecutive quarter Good maintained the global lead in SOV. This is largely attributed to Good’s research. Only securing 20 articles during the first launch, Good is now seen as a go-to-industry expert on mobile trends within the enterprise. The research now garners 100+ articles globally each quarter. The PR team also achieved important CEO profile pieces in the New York Times’ Corner Office, Wall Street Journal’s Risk and Compliance Journal and live broadcasts on BloombergLIVE and CNBC, among others.