Case Study : Market Category Creation

Creating a New Market Category

Phillips & Company worked with Trilibis to create a vision and market position.

Trilibis Mobile helps online communities extend their services and user experience to the mobile world. With a unique value proposition for Internet communities and wireless carriers, Trilibis was facing a market that was still immature and a category that had yet to be defined. The mobile services market was focused on multimedia (MMS) and short messaging (SMS), but moving online communities to the Web was a new value proposition and required fundamental market education.

Solution

Phillips employed its Dynamic Messaging Model to identify the ideal brand positioning for the company. Through quantitative and qualitative research, Phillips created a defensible market leadership position for Trilibis by creating a new category. Mobile Community Services (MCS) was defined as software that helps online communities grow by freeing them from the limitations of the wired world.

Over the course of several months, Phillips launched a comprehensive analyst and media relations campaign designed to build credibility for the new market category among both carriers and content providers

Result

Phillips & Company worked with Trilibis to create a vision and market position. Phillips employed its Dynamic Growth Messaging Model to identify the ideal brand positioning for the company. Through quantitative and qualitative research, Phillips created a defensible market leadership position for Trilibis by creating a new category. Mobile Community Services (MCS) was defined as software that helps online communities grow by freeing them from the limitations of the wired world.

Over the course of several months, Phillips launched a comprehensive analyst and media relations campaign designed to build credibility for the new market category among both carriers and content providers