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  XcelleNetA leading developer of mobile device management solutions.IndustryLong-time Schwartz client XcelleNet was the pioneer in remote systems management, a category Schwartz helped establish in 1998. Today, XcelleNet is blazing the trail for managing the distributed enterprise—from LAN/WAN PCs to mobile and wireless devices.Business ChallengeWhile systems management players like Tivoli, Microsoft and CA need large amounts of bandwidth to manage PCs on the corporate network, XcelleNet’s products are architected to meet the challenges of managing all devices, particularly laptops and wireless devices that are tricky and expensive to control. Research shows that it costs up to 58 percent more to maintain these far-flung systems.Schwartz PR StrategyThrough an aggressive media and industry analyst relations campaign, Schwartz helped XcelleNet establish a new category in 1998: remote systems management. From its heritage as a fixed-site remote polling tool, XcelleNet moved to a laptop and mobile solution. Powerful PR helped tell the story. Schwartz landed regular coverage in all of the tech trade publications, including CIO, Computerworld, InformationWeek, PC Week (now eWeek), Network World, InternetWeek, Mobile Computing, Field Force Automation, Computer Reseller News, and dozens more. The CEO told his tale to CNBC and Fox News. A creative pitch using the CEO’s non-compete agreement from a former company garnered a trend piece in The Wall Street Journal. ResultsThe day of clear victory in establishing XcelleNet’s new category was a Schwartz-generated “Remote Systems Management Buyer’s Guide” in PC Week, in which the magazine adopted XcelleNet’s RSM phrase and placed the company #1 in the category. Schwartz did not rest but rather continued the aggressive PR promotion of XcelleNet’s solutions through media, analyst and speaking engagement fronts. A happy result: XcelleNet was acquired for a hefty sum by Sterling Commerce. Schwartz continued to represent the company during the Sterling Commerce period, securing more coverage for the XcelleNet division than the rest of the company combined. In 2000, XcelleNet was divested and took up its mission as a private company. In 2004, with the proliferation of mobile and wireless devices, Schwartz and XcelleNet are redefining the category with continued market-influencing media relations. Schwartz’ strategic, multi-pronged PR approach employs many angles: company, product, trend story, customer case study, executive “guru” positioning, bylined articles, comparative product reviews, awards, editorial calendar opportunities, guerilla PR tactics and creative outreach. “Surround sound” coverage has been deep, wide and varied in print, online and broadcast press. Schwartz leveraged CEO Joan Herbig, landing her many profiles in such publications as Forbes, The Wall Street Journal, Field Force Automation, Mobile Computing, Wireless Business & Technology, Success, Atlanta Business Chronicle and others. This media success played a pivotal role in the company's analyst relations program, helping XcelleNet achieve leadership positioning in the mobile device management market tracking charts of both IDC and Gartner. Reporters and analysts are not the only ones who have taken notice. In April 2004, Sybase, Inc. (NYSE:SY), a leading provider of enterprise infrastructure and mobile software, acquired XcelleNet for $95.2 million. The power of PR: Today, remote systems management is "Frontline Management" and XcelleNet is the leader in helping organizations keep information and applications current wherever business takes place­—in retail stores and branch offices, at customer sites and in the field. |
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