Autodesk Location Services | Case Study
Situation
International wireless telecom carriers were challenged with declining subscriber revenue, customer churn and huge capital investment in next generation wireless data networks. Autodesk was introducing a carrier-grade, highly-scaleable software platform with an integrated suite of market-ready, location-centric applications. Their solution enabled wireless carriers to reliably deliver new, personalized, localized and actionable location based services with reduced risk and faster deployment than traditional in-house development efforts. While Autodesk had built a very successful brand on shrink-wrapped PC engineering and architectural software, wireless carriers had no awareness of the Autodesk brand. More importantly, they were not considered as a viable solution provider or enabler of new location-based services.
Strategy
With many competitors offering only point or less complete solutions, the goal was to generate awareness and educate technical decision makers and executive management about what differentiated Autodesk’s location services platform. All marketing efforts were to drive inquiry and evaluation of the Autodesk solution in order to support a revenue goal of signing a targeted number of domestic and international tier-one carriers in evaluations by year end.
Position Autodesk’s location services platform as a compelling way for wireless carriers to maximize subscriber revenue while minimizing development costs and risks. Differentiate Autodesk from other providers through the comprehensiveness of their solution (platform + apps), proven software heritage and company viability and stability. Capitalize on highest concentrations of the target at key trade shows and events while maximizing 1-on-1 contact and relationship opportunities for evaluating the solution first hand. Start building a brand personality for Autodesk that was intelligent, insightful and accessible while complying with the established parent company’s brand and visual requirements.
Results
Inquiries and evaluations doubled each quarter after the campaign launched with specialized presentations to prospects exceeding expectations at every event. Autodesk achieved their year end sales goal of targeted carriers deploying the platform for developing and delivering location based services. The integrated communications campaign significantly raised Autodesk’s visibility and credibility within wireless carrier community. And the “location in the shadow” visual became a recognized icon for the Autodesk location-based solution and brand.
