Client Brief
Siemens Communications is one of the world’s top telecommunications equipment suppliers, and has solutions covering both fixed-network and wireless networks. The division claims to be the only end-to-end supplier when it comes to telecommunications solutions. It is also the first supplier of HSDPA (High Speed Downlink Packet Access) solutions, and world number 1 in prepaid services, video streaming and GSM-R, the mobile radio solution for railway solutions.

Business Challenge
The key challenge in Siemens Communications lies in its lack of visibility here in the Malaysian market. While it dominates the market in Europe, the presence of its competitors here especially Ericsson and Alcatel overshadows the division. The perception of Siemens here is lower compared to both companies despite the lead it has over Ericsson and Alcatel on a worldwide basis.

Essence PR Strategy
Essence developed strategic messages that established Siemens Communications as a leading supplier of cutting edge telecommunications solutions through positioning of key technically-inclined spokespersons.
Essence also focused on selecting independently-published white papers and journals, and distribute them as necessary to key technology media in order to turn them into stories.

Results

• Essence secured coverage from all leading local media including News Straits Times Computimes, Utusan Malaysia’s Utusan Megabait and Nanyang Siang Pau’s InfoNet, on Siemens Communications’ nano-GSM solution back in July 2005.
• Extensive coverage was also secured in the Maxis-Siemens 3G Signing Ceremony arranged in August 2005. The joint event managed to generate clippings in all major dailies (Malay, English & Chinese) and magazines.
• Following a media trip arranged by Siemens Communications to the Hong Kong 3GSM Exhibition, front page coverage was secured in The Star In.Tech, and follow-up coverage was obtained in Berita Harian’s Berita Komputer section.