Genuitec

Discover how PAN helped position Genuitec as a visionary and true Eclipse authority

Genuitec, LLC creates innovative Java and J2EE development tools. The company offers training and expert consulting and development services for the Eclipse SDK and Rich Client Platforms. With more than 500,000 users, MyEclipse is the most widely used Java development toolkit in the Eclipse space. With more than 1500 features on top of the Eclipse platform, MyEclipse is the clear leader in J2EE development.

The Challenge

"PAN has taken our solid brand recognition with the press and analysts and worked closely with us to take our PR program to the next level. Through tradeshow support, thought leadership campaigns, creative ideas, and outreach with the press and analysts, PAN has been a true partner and a valuable extension of our marketing efforts."

Maher Masri
CEO and co-founder

Genuitec had already made some great inroads with the press prior to working with PAN; their technology had been proven with the development community and reporters generally covered Genuitec's news and product launches. In coming to PAN, Genuitec wanted a firm that would reach out to the press with the same energy and “can-do” attitude that their fast-paced culture demanded. Goals encompassed not only being acknowledged for their quality product, MyEclipse Enterprise Workbench in the public sphere, but being recognized as the leading authority for Eclipse and open source development.

The Strategy

Eclipse and Open Source is difficult for reporters to wrap their arms around. This community-based application development strategy was driven by leading industry giants who formed the "Eclipse Foundation" in November 2001. Although Eclipse has been gaining popularity, reporters still had trouble grasping its scope; it is just too vast with countless projects going on at once.

PAN saw this as an ideal opportunity for Genuitec to act as the reporters’ guide through the Eclipse jungle. Our strategy was to spend the majority of the time during interviews to discuss Eclipse and open source in great detail before launching into a discussion of Genuitec’s products.

The team produced a steady stream of topics for editorial interviews, byline articles, and blogs. Genuitec also prides itself on being controversial, embracing Sun's Netbeans into their MyEclipse product and cleverly “knocking” its more expensive counterparts by discussing the true meaning behind, "you get what you pay for!"

The Results

The PAN team’s efforts have paid off. Genuitec's coverage has grown, with the company as either the lead-in of a story or monopolizing articles in industry roundups in publications such as InformationWeek, CRN, eWeek, InfoWorld, Java Pro, SD Times, among others.