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 them and they were not considered as a viable solution provider or enabler of new location-based services.

Objectives
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. 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 platform evaluations by year end.

Strategy
Position the Autodesk solution as a compelling way for wireless carriers to maximize subscriber revenue while minimizing development costs and risks.
Differentiate Autodesk from others 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 to evaluate the solution first hand. Start building a brand personality for Autodesk that was intelligent, insightful and accessible while complying with established corporate brand and visual requirements.

Results
Inquiries and evaluations doubled each quarter after the campaign launched with specialized presentations to prospects exceeded expectations at every event. Autodesk achieved their year end sales goal of targeted carriers deploying the platform for delving services. The integrated communications campaign significantly raised Autodesk's visibility and credibility within wireless carrier community. And the“Location figure” campaign visual became the recognized AutoDesk icon for their location-based solution.