given the explanation of his development process, i have considerable faith in solms to deliver on the products in wave's current portfolio. but delivery is going to involve bobbing and weaving to conform with demand.
Don't know if you agree that the vendor must create demand by marketing including advertising and most important by creating a core of pioneer large customer adotpers for the solution (in this case VSC-enabled hardware root of trust).
Initially the vendor has to create an attractive scalable product that is designed to be a superior, compelling and cost-effective alternative to the solution the customer has already implemented. The vendor designs and builds product to (pent-up) demand, however "pent-up demand" is converted to "real demand" by marketing and sales execution.
Before Solms Wave had some initial success by landing several large marquee customers for SED management but with a TPM solution failed to create an off-the-shelf product that scaled and was manageable. They also failed in marketing and sales execution to parlay their initial base of SED customers into sustained larger sales. This inability in marketing and sales execution portended poorly for success with a TPM solution, a solution that was not correctly designed and engineered for the market under SKS.
As we shift the company's focus from smaller opportunities to larger enterprise opportunities, it requires a different type of sales person, and I am pleased with the changes that we've been making, but we continue to evaluate how we're doing as we go forward.
We also need to improve the demand generation, and in particularly marketing. We have launched an innovative for Wave marketing campaign for Virtual Smart Card 2.0 called the Don't Be Next campaign that focuses on Wave's ability to stop companies from being a breach lead to a hacker or loss of data.
We went live with this campaign just on Tuesday of this week, November 4. We've already been seeing some very positive signs. And we have the ability to track those metrics separately and be able to correlate the contacts and the leads that are generated, specifically through the campaign that we've done.
That campaign includes for the first time for Wave the use of very precisely targeted television ads, a correlating YouTube and Twitter feed as well as other electronic media. And over the first couple of days, the first three days, we're seeing some encouraging results. And we'll continue to track it to see if this leads us to the type of response in terms of increasing our demands for opportunities.
