Choose speciality channel:   Choose sector channel:     Search the site

Case Studies


Quotopia Greenphone PR launch campaign

Quotopia Greenphone PR launch campaign

Best practice from Six Degrees PR

“Within two minutes of the first news release going live, we were inundated with orders for the product!” Tom Hinton, VP Sales, mobile and embedded, Trolltech


Increasingly, mobile phone manufacturers are using Linux, the open source operating system (OS), instead of Microsoft’s Windows Mobile or the Symbian OS.  Gartner Group predicts that nearly a third of smartphones (PDA and multimedia phones) will run on Linux by 2009.  However, its present market share is still small compared to its competitors.

Norwegian open-source software company, Trolltech’s Qtopia application platform is the de-facto industry standard for makers of Linux-based devices, with clients including Motorola, ZTE and Sony. Trolltech cemented its industry reputation as a Mobile Linux pioneer when it launched Qtopia Greenphone, the first open Linux-based mobile for software developers, in August 2006.

The creation of Greenphone was to help make Linux a more attractive proposition for phone companies and grow Trolltech’s addressable market. Trolltech knew that boosting the number of mobile Linux applications was going to be fundamental and Greenphone would encourage this by giving developers a working mobile phone to create, test and demonstrate their software on.

The challenge and planning

When Six Degrees started working with Trolltech, a media audit found that technology journalists generally had a positive attitude towards Mobile Linux as an open source competitor to proprietary systems (Symbian, Windows).

Yet, there was some doubt about its prospects given the fragmented nature of the market, limited standardisation and the lack of reference devices. By contrast, the business and wireless media had very little awareness of the disruptive potential of Mobile Linux, requiring a huge education effort.

The launch of Greenphone had to address these issues, as well as Trolltech’s comparatively low media profile in the UK at the time.

Six Degrees adopted a two-step strategy to lift what was essentially a product announcement to the level of a market commentary on the growth of Linux, and its impact on the balance of powers in mobile communications.

1. Generating industry analyst support

To generate media buy-in, the team chose to use industry analysts as commentators. By pre-briefing and winning the support of leading mobile phone analysts, a base of independent experts was created and offered to the media for comment at the time of the launch.

2. Creating a value-added package for the media

An ‘information package’, in addition to the Greenphone news release, was created to include:
- Brief, simple background information and statistics about the disruptive nature of Mobile Linux
- Information about Trolltech’s pioneering role in Mobile Linux, underscoring the weight of the news
- Contact details for pre-briefed industry analysts who had agreed to act as media references
- Links to hi-resolution photography, taking advantage of the stylish design of Greenphone.

Following the initial launch, the campaign then focused on product reviews and feature coverage of Mobile Linux.


The launch resulted in eight pre-briefings with industry analysts (with 6 analyst houses agreeing to be media references), over 30 articles in top target technology and business media, and more importantly, generated 300 sales requests – the first within two minutes of the Greenphone announcement being issued!  The team also received 18 requests for Greenphone reviews and ZDnet offered to feature a senior Trolltech executive’s blog on its homepage.

It also catapulted Trolltech – long known to insiders as ‘Scandinavia’s best kept IT secret’ – to the ranks of a major player and widely recognised Mobile Linux expert whose spokespeople are regularly approached to comment in the media. In addition, Trolltech’s share price at Oslo Stock Exchange peaked at 20NOK in the days following the launch.

The Greenphone campaign employed the best of business to business PR practice and applied it to what would otherwise have been a fairly typical trade media relations project.

In lifting the product announcement onto market commentary territory, the Six Degrees team was able to interest business-focused media like International Herald Tribune and Computer Business Review in a very technical story.

viagra coupons online open discount prescription drug cards
coupons viagra prescription discount coupon coupons for prescription medications
medical abortions read abortion clinic
how much do abortion pills cost abortion clinics in birmingham abortion hotline
cialis coupons from lilly free coupon for cialis
discounts and coupons link when is it too late to have an abortion
forest laboratories patient assistance what is the generic for bystolic generic bystolic
tudorza patient assistance generic name for bystolic
bystolic coupon 2014 generic bystolic alternative
prescription card discount link cialis coupons from manufacturer
abortion questions when is it to late to get an abortion
free prescription drug cards canada drug pharmacy coupon free prescription discount cards
side effects of abortion pill site post abortion
cialis 2 cialis 2 cialis 2
buscopan contre indication buscopan grossesse
naproxennatrium open naproxen nsaid
renova open renovation vejle
cloradex costo open clorexidina
kamagra 100 go kamagra jelly
manufacturer coupons for prescription drugs lilly cialis coupons coupons for cialis 2016
cialis cialis 20mg cialis
priligy 30 mg priligy
abortion pill facts abortion pill law abortion pill definition
printable coupons for cialis cialis discount coupons cialis coupons 2015
amoxicillin 500 mg amoxicilline amoxicilline
abortion ethics abortion clinic locations
naltraxone open revia reviews
naltrexone uk buy maltrexone medication naltrexone

Check out 12ahead, our brand new platform covering the latest in cutting-edge digital marketing and creative technology from around the globe.

12ahead identifies emerging trends and helps you to understand how they can apply to modern-day companies.

We believe 12ahead can put you and your business 12 months ahead of the competition. Sign up for a free trial today.