Trilibis Mobile

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.

Action:

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 

Result:

After launching the public relations campaign in August, Telephony Magazine named Mobile Community Services (MCS) one of the top ten new trends of the year in its December issue.Wrote Dan O'Shea, "This is mobile blogging and more, like online dating. And if you can't use your mobile phone to line up a new date after the first one fizzled, then what good is it? For more info on the MCS revolution, look up a company called Trilibis."

The market accepted the new category as an emerging trend and Trilibis was well-positioned to lead and define the vision and direction for mobile communities.