OBJECTIVE

IBM and British Telecom worked together to produce a range of multi- media products. It was recognised that to make this new technology successful there had to be a range of applications and peripheral equipment if users were to successfully run their systems. SG was asked to identify and locate these contacts, worldwide.

RESULTS

SG provided the contact name and address of the people responsible for future product planning for 568 ISVs, worldwide. Despite the recession and lack of development funds, over a hundred of these are planning to go ahead with developing the required software. SG also researched the names of organisations such as PTTs, PBX, broadcasting and teleconferencing companies, fax, OCR Scanner and PC manufacturers, worldwide.

Chris Frost, UK Manager, PC Videophone Centre, IBM: "The response was very good indeed, almost overwhelming in fact. Sally knew exactly how to find the people we wanted to contact, and persuaded them most effectively to take a positive interest in our program."

STRATEGY AND TACTICS

In addition to carrying out the research, SG helped draft letters to encourage ISVs to adopt the IBM / BT recommended API. SG gave general strategic advice to the managers of these companies. She also attended marketing progress meetings and drafted a six-page brief for the PR agency.

Please note: The multimedia section of IBM is entirely different from that handling OfficeVision (please see Verimation case study). As always, SG cleared this project with existing clients before starting the work.