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Santa Barbara, CA
The
Challenge:
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Wireless performance
enhancement solutions based on High-Temperature Superconducting
(HTS) compete with entrenched substitutes and seen
as experimental, not ready for large-scale deployment.
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Selling to second-tier
carriers, and needed a major order from a top-tier
carrier to validate technology.
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Selling direct.
No partners or reseller channel.
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STI was organized
like an R&D company, not an operating and marketing
company that is prepared to sell large numbers of units.
The
Solution:
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Re-position STI
as “maximizer of network investments”, a message that
appeals to carrier CFOs, network mangers and technical
administrators.
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Create collateral
materials system that describes benefits, not just
features, of technical solutions.
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Create comprehensive
RF front-end “solution” using existing, complementary
technology (both STI and non-STI products) together
with cutting-edge HTS solutions.
The
Results:
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Increased Q1'01
revenue 150%, compared with Q1'00; increased Q2'01
revenue 122% compared with Q2'00.
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Landed order from
world's #1 wireless carrier.
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Signed contract
for 1,000 units with prominent regional carrier, doubling
total units in field.
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Signed agreements
with major international carriers, including China,
Brazil and others.
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