Securing a New Market; From Wi-Fi Gadget to Global Solution
Software developed by AirMagnet, Inc. has stamped out the uncertainties of wireless networking and has quickly become the standard for deploying, monitoring and securing wireless networking for thousands of companies.

In fall 2003, AirMagnet built on its success in the mobile security tools market with the introduction of a more sophisticated, enterprise-wide solution that allows companies to monitor their entire wireless networks 24X7 across dispersed offices and campuses. The move heralded a change in business strategy, to the high end of the security market, and put AirMagnet up against established competitors like AirDefense and large network infrastructure providers, such as Cisco and Aruba, who build wireless security and performance solutions into their switches.

In early 2004, AirMagnet was gearing up to announce a more robust version of this product – Distributed 4.0 - against a backdrop of stiff competition and a noisy marketplace. AirMagnet was looking to make a big impact with the launch, relying on its history of technical innovation to set the company apart. AirMagnet turned to A&R Partners to help educate the media and analyst communities and generate demand. The company relied heavily on PR outreach to drive sales, and at the time of the launch, did no advertising.

Audience Analysis
The launch of AirMagnet Distributed 4.0 marked a shift in the company’s target customer from network administrators to higher-level decision makers, such as CEOs, CIOs and vice presidents of IT, who could influence and authorize enterprise-wide security solutions. At the same time, wireless networking was growing in key vertical industries such as healthcare, government, retail and manufacturing. In addition to the networking and security outlets and traditional IT publications, A&R Partners targeted vertical publications in these industries as well.

Execution/Tactics

• Technical and Market Leadership
• Customer Program
• Media and Analyst tour
• Reviews

Evaluation of Success
The tour consisted of 34 meetings with analysts, press and reviewers and resulted in 18 unique placements. Coverage also included two review “wins” against industry competition from Network Computing and Infoworld and a stand-alone review from critical vertical Federal Computer Week.

• The Distributed product accounted for 30% of AirMagnet’s revenues within its first six months of availability.
• AirMagnet garnered more than 200 customers to date for the product since September 2003.
• Sales of product increase more than1000 percent in six months following launch.
• The sales organization noted a huge increase in leads. Here are some excerpts from emails sent by AirMagnet’s sales team during the launch week:

“Calls are arriving like crazy! Our current partners are asking all kinds of good questions, and I am getting lots of requests from folks wanting to be new partners. Yesterday was a record, I got 42 total phone calls on both cell and office phone.”

“Usually I receive 4-5 calls between 6am - 8am in the morning, the past few days I have been receiving probably 10-15 calls between 6am - 8am. The rest of the day has been busier too.”

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