Autodesk Location Services wanted to sell middleware to the world's fifty or so largest telecoms. Unfortunately, many other competitors were already firmly established in the marketplace. By doing a quick survey of these other companies, we found many of them to be smaller, narrower in their offering and less well-capitalized than they might have seemed at first glance.

To highlight all of Autodesk Location Services' obvious advantages, the marketing focused on an evaluator guide and other media tools that gave telecoms the first ever rational way to rate vendor experience, stability and comprehensiveness of offering. Not only was our targeted response goal met, it was doubled.