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CASE STUDIES
WHITE PAPERS E-NEWSLETTER |
Tech Docs and Marketing on the Same Page at Kineto Wireless The Client: Kineto Wireless is the key innovator and leading supplier of UMA (Unlicensed Mobile Access) technology, the 3GPP standard for Cellular/Wi-Fi convergence. Kineto is a privately held, venture-backed company whose UMA-compliant products enable mobile operators around the globe to deliver high-performance, low-cost voice, data and IMS (Internet Multimedia Subsystem) services over home, offices and public wireless LANs (WLANs). Startups are in a constant state of flux, which is a challenge when you’re trying to develop written materials about the products. Resources get shifted around. Messaging changes. Products evolve even as documents are being written. Tom Elam, Kineto Wireless’ vice president of product management, says that Kineto was no different than any other high tech startup in that respect. “We made substantial changes during the process of putting the documentation together,” Tom comments. “We were going through the standards process with the product and as a result made many modifications. We had to tell Oak Hill to change what they were doing and go in another direction several times.” The Oak Hill documentation team met this challenge and came through with flying colors, Tom says. Tom and Anna Yong, Kineto’s documentation manager, mentioned Oak Hill’s flexibility and technical expertise to Steve Shaw, director of marketing. Steve was about to embark on developing a series of white papers and needed writers who were at home with technology, but also had marketing savvy and flair. The white papers were intended to spark interest in Kineto’s UMA technology by painting a picture of the possibilities that UMA opens up for mobile operators. “The challenge was that we didn’t have a clear vision of where we wanted to go with these. Everything was still in flux. The writer had to be able not only to change as we changed, but help set the direction and tone of these pieces,” Steve says. “Oak Hill has written two white papers for us. They did a great job,” Steve comments. “They were very professional and diligent, but not pushy. That was very nice, because I’m always busy and hard to contact. And they were able to shift their approach quickly as our messaging changed. They understood the technology, so the learning curve was very short.” |
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