Case Studies

For examples of RainCastle's range, this selection of client case studies demonstrates creative thinking based upon strategic insight and business experience.

Tyco Electronics: BeOn

Challenge

Tyco Electronics Tyco Electronics (wireless division now a part of Harris Corporation) is a $14 billion global provider of engineered electronic components for consumer and industrial products; network solutions and systems for telecommunications and energy markets; undersea telecommunication systems; and wireless systems for critical communications. Tyco Electronics' telecommunications group is well known in the Public Safety market for providing rugged, "Push-to-Talk" (PTT) Land Mobile Devices (LMR's) for government first responders.

They've created a new push-to-talk (PTT) software application that marries some of the features of consumer PDA's with the immediacy of PTT and can be used over an Internet Protocol (IP)-based network to provide a unified "Team Communication solution to link voice and data wherever one goes." As providers of the software application that affords these unique capabilities, Tyco Electronics will partner with large device manufacturers who will OEM this new software product. The target market is industry, such as utilities, petro-chemical, transportation and construction.

Solution

Tyco Electronics selected RainCastle to name this new software product and develop the brand across media. By creating a differentiated brand strategy based on the product's benefits, Tyco Electronics will use RainCastle's branding work to help define and enhance their business development process in order to gain critical partnerships.

RainCastle positioned Tyco Electronics as a key enabling technology for the highest quality solution for "PTT over cellular" for carriers. The product naming implication of this positioning would be benefit and/or a performance-oriented.

An exhaustive naming process was then conducted by RainCastle, which included linguistic evaluations — of a selection of name candidates — from native speakers of 10 different languages around the world. The name selected and trademarked by Tyco Electronics is BeOn. The connotation is that the device is "always on." BeOn suggests ubiquitous and highly reliable communications. The strength of the name extends far "BeOn" performance. BeOn is verb that can be used contextually in the marketplace with terms such as, "BeOn Site," BeOn Call," BeOn Target," and go BeOn.

The BeOn marketing program utilizes the new BeOn vocabulary to represent the power of the brand and all the benefits that accrue to both the telecommunications
carrier and the end-user. For the launch at
the CTIA international trade show, RainCastle
created a high-level features and benefits
brochure and an interactive Flash piece for
use as a sales tool and to present the
new product. Subsequent to the event, a
complete marketing program will be
developed to establish awareness, relevance
and interest n Tyco Electronics' innovative
push-to-talk telecommunications solution,
branded BeOn.

Results

The Tyco Electronics Wireless Division was purchased by Harris Corporation, based upon Tyco Electronic's leading technologies such as BeOn. Harris will continue to develop and market BeOn.

Learn More

To learn more about how RainCastle's strategic services can help you achieve your goals, contact us or call Paul Regensburg at 617.965.2681 x225.