Systinet

Discover how PAN supported a newly acquired company score big results.

Systinet, a division of Mercury Interactive Corporation, provides a leading foundation for SOA governance and lifecycle management. Founded in 2000, Systinet’s proven and standards-based products include Systinet Registry and Systinet Policy Manager, which enable IT organizations to rapidly leverage existing technology investments, provide interoperability between heterogeneous systems, and better align business processes with IT. Customers receive the benefits of a simpler, faster, standards-based way to dramatically improve IT responsiveness and technology asset reuse, while helping to maximize the ROI for SOA.

The Challenge

"Thank you for your now legendary kick-start to our and SOA launch! In one big move we have declared our strategy in SOA, we announced a new set of SOA products, and we advanced Mercury’s position as a leader in the SOA market. Most importantly, we have set the stage for a battle with the big bad guys post-close. We came out of the gate with an outstanding set of positive press coverage in the Americas."

Ian Bruce
Ian Bruce, Director of Marketing for Systinet, a Division of Mercury

The PAN team set out to support Mercury Interactive, who acquired Systinet in January 2006, during the launch of its Business Technology Optimization strategy, which included introducing three new SOA products to market.

This was the first time since the acquisition that Mercury Interactive was engaged in an SOA market strategy. Although they’re a well established technology firm, this was the first time they had a major play in the SOA space. As the SOA market continued to mature and grow at a rapid rate, Mercury threw its weight behind a huge industry push leading with the Systinet’s Registry product and core technology. They turned to PAN as being the agency of record for Systinet to help generate press for the SOA , the company’s concurrent launch of Systinet 2.1, Mercury SOA Testing, and SOA Test Management.

The Approach

The PAN team worked closely with executives from Mercury and Systinet to strategize about the primary media targets. The agency collaborated with Mercury’s PR team to create a concise pitch to take out to the media, educating the technical community about the importance of SOA testing and management. PAN then reached out to the influential SOA technology beat reporters and well known bloggers. PAN was vying for the media’s time among a very competitive SOA industry. During the course of working with Systinet, the PAN team solidified very strong relationships with the SOA reporting community, which served it well during this new campaign on behalf of Mercury.

The Results

The Mercury SOA was a huge success. PAN arranged for more than a dozen interviews with influential reporters and bloggers in the industry. The team garnered an executive Q&A podcast with Peter Coffee of eWeek, and secured coverage in Network World, Intelligent Enterprise, and Computerworld. The critical success of the SOA was garnering coverage from well respected industry expert Peter Coffee. He is a leading reporter amongst the IT community and very well followed by C-level executives.