Feature

Campaign: Chip maker unveils first mobile poly-band tuner

Many modern mobile devices, such as phones and PDAs, contain FM radio and TV chips. The long-term problem for users has been the variant broadcast standards and frequencies in different countries. What works in Europe often does not work in the US or Asia, for instance.

by Mary Cowlett / October 05, 2006

Campaign Mirics launch
Client Mirics Semiconductor
PR team EML
Timescale June-July 2006
Budget Undisclosed

When Hampshire-based start-up Mirics Semiconductor developed the world's first poly-band TV and radio tuner - which allows mobile products to work anywhere in the developed world - it was keen to stage a major launch event.

In June, Mirics Semiconductor brought in technology PR specialist agency EML.

Objectives
To launch the company and its broadcast chip to mobile device manufacturers and designers in Europe and the US. To prepare the ground in Asian markets - seen as crucial areas for Mirics' future success.

Strategy and Plan
To stand out in the crowded mobile TV innovations market, Mirics' offering had to be seen to be different. The PR team decided to wait until the broadcast tuner was fully developed and working before approaching media with the story.

The plan was to introduce the company, its breakthrough technology and applications in a single campaign. To demonstrate the product and underline messages about its low cost and power-efficiency, EML organised a series of one-to-one press and analyst briefings for US and European journalists. For the UK and Nordic regions, this provided the opportunity to discuss upcoming developments.

Measurement and Evaluation
Articles appeared within hours of the first briefing. To date, more than 25 publications have covered the launch, with editorial including a front-page item in trade magazine Electronics Weekly and the lead story of EETimes in the US and Europe.

EML also ensured Mirics achieved mentions in pan-Asian publications including Nikkei Electronics Asia (Hong Kong) and Digitimes (Taiwan).

Results
According to Mirics, early response to the launch has been impressive, with the firm's vice-president of marketing, Ralph Weir, saying: ‘We have had positive interaction with major multinationals covering the US, Europe, Japan, Korea and the rest of Asia.'

EETimes Europe editor John Walko, who attended a one-hour briefing with two Mirics senior executives, stresses that the start-up's product is still only available as a sample. However, he says: ‘The company had a good story to tell and we knew the calibre of the people involved.'