Wyse Technology

Challenge

Reinvigorate a Troubled Brand; Establish the Concept of Thin Client Computing

  • Wyse Technology went from Wall Street darling to off the stock exchange in a few short years due to business issues and heavy competition in new markets
  • Organization scaled back to core competency in video display terminals to stabilize business
  • Sought public relations approach that would reinvigorate Wyse brand and debut new concept of "thin client computing" using terminals in a PC-like fashion
  • New thin client computing paradigm would make or break company's future
  • Industry behemoths Oracle and Sun joined "thin client" fray at same time as Wyse
  • Wyse had to compete for mindshare against the large industry presence of Larry Ellison and Scott McNealy

Approach

  • "Crash the Party." Rather than try to out duel larger competitors, strategically insert Wyse point of view and presence into the Sun and Oracle marketing machine
  • Juxtapose the here and now technology delivered by Wyse against the ego-driven political debate and "hype of pretend competitors" to create market and product leadership
  • Encourage and enable the more conservative Wyse CEO to take a very aggressive approach in discussing the overall market opportunity to counter competitor vision
  • Use thin client concept development as proof point to illustrate Wyse corporate turnaround based on core competency as opposed to risky "new" product line

Results

  • Success so broad in recasting Wyse image and driving sales that it led to 10-year relationship with agency
  • Tangible impact on bottom line
  • Expansion of channel partnerships, increased OEM agreements
  • Establishment of thin client category as a viable segment for industry analyst coverage and recommendation
  • Establishment of Wyse CEO as the steady presence guiding not only the company but the direction of the industry as a whole
  • Creation of significant and ongoing major coverage of the thin client concept, market and Wyse leadership in outlets ranging from Forbes to Wall Street Journal to CBS to every relevant technology trade and vertical publication
  • Garnered multiple "editor's choice" awards and "best of class" awards at industry trade shows including Comdex