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Toshiba America Information Systems, Network Products Division (NPD)

Toshiba NPD is a market share leader in sales of broadband products in North America. The division markets communications and networking products, including its top selling line of PCX DOCSIS Cable broadband products and cable modems, which offer the highest performance in cable data modem technology in the industry. Utilizing the same hybrid fiber coax interface as cable television, the DOCSIS modem provides residential and small business users with a faster, more powerful two-way interface to the Internet. Toshiba cable broadband products are sold directly to consumers through e-commerce and nationwide retail outlets, and to multiple system operators (MSOs) including Time Warner, Cox Communications, Comcast, and others. Toshiba NPD is headquartered in Irvine, California and is a subsidiary of the $50 billion Toshiba Corp., the eighth largest computer and electronics company in the world.

Scope of work:

Public relations planning
New product launches
News release planning and writing
Media relations
Analyst relations
Competitive communications research
Strategic events – Broadband Live media event, NCTA Tradeshow, SCTE Tradeshow, Western Cable Show, Toshiba and Texas Instruments Hosted Broadband Plus Party
PR and sales support at trade shows
Speaking engagements
Award submissions
Contributed articles
Web site content maintenance
Media kit development

Challenge:

When Clearpoint Agency began working with Toshiba NPD, the division had almost no visibility. Although Toshiba NPD was arguably the number two in cable modem market share in North America, it rarely got mention in articles regarding cable broadband equipment. The number one player, Motorola, received most of the mentions about cable modem products in the press. In fact, almost every article in our preliminary research on cable modem stories contained a quote from a Motorola broadband division executive, with no mention of Toshiba, its products or executives. The media and industry analysts had very little knowledge of Toshiba NPD, its products and outlook for future products.

Strategy:

The team at Clearpoint created a PR plan consisting of competitor communications research, proactive media and analyst relations, a steady flow of powerful news releases, an entire revamp of press kit materials, and an enhanced presence at trade shows.

Accomplishments:

The tactics implemented by Bonnie Shaw and Beth Walsh paid off. With a regular release of relevant news, effective media pitches and constant relationship building with the trade press, Toshiba got attention from the media. To date, Toshiba NPD has over 550 press clips from leading trade publications, business press and Internet sites. Toshiba has also been mentioned in leading analyst reports about the cable broadband industry. And in the first quarter of 2002, Toshiba NPD seized the top spot in cable modem market share in North America to unseat the incumbent, Motorola. Clearpoint secured full coverage in the top trades regarding the news.

A perception audit of 30 trade and business press, industry analysts and cable broadband industry opinion leaders in March 2002 showed that key publics viewed Toshiba NPD as being more “outward facing” and “doing a good job” at communicating about its products. Toshiba NPD was consistently named in the top three “top of mind” cable modem vendors by all media contacted.

Press Coverage:

	12/3/2003 : Toshiba Unveils New Wireless Gateway
	8/18/2003 : Cable Providers Target Voice as Next Play
	5/26/2003 : Toshiba, Jungo team for wireless
	5/23/2003 : Toshiba E-Mails Connect With Modem Offer
	5/19/2003 : JUNGO FEVER FOR TOSHIBA
	12/16/2002 : Born to be Wired? Guess Again
No Logo Provided	: Broadband 50 - Next up: Broadband Bundling (printed clip)