I just came across a nice Article on Silicon Vally North - Feb 2000: "Crosskeys - creating niche leadership, part one"
by Peter Fillmore, page 21.
I didn't see it yet on the online site (www.silvan.com) but I like it.
Here's a few lines:
Declare leadership - Promote with consistent, well-framed messages. The first step is to think carefully about the niche definition. Crosskeys' category definition was initially just telecom carrier networks. Now it seeks a broader position as the end-to-end carrier software supplier, including the last mile to the end-customer. "We're declaring absolute leadership in M3 - the ability to give our customers an M3 space." M3 means software for multi-vendor (as in Newbridge, Nortel, Lucent), multi-technology (ATM, IP, frame relay) and multi-platform (Sun, HP, OpenView) networks.
"Also, we are leaders in "scalability", said McLaren. "We can grow a network from 50,000 nodes to millions of nodes. That's how we won British Telecom." |
