Positioning is King

Cenoplex, a developer of audio-insertion technology for mobile operators and voice-enabled networks, engaged The Faction Agency to help re-position the company and launch a new technical approach to mobile customer communications. The goal quickly became to define the company’s core proposition and drive a serious industry conversation about the mobile customer messaging challenge. We were also tasked with raising the profile of Cenoplex and its sales team to warm the door among mobile telecom decision-makers, and ultimately validate the concept of Actionable Audio Messages with supportive research and a value framework that would captivate independent observers.


First, we laid down the foundation for the company’s new market position with supporting messages that turned away from their old ad insertion model, and focused on what was totally unique about Cenoplex – it’s focus on the “gap” between call placement and call connection where an Actionable Audio Message can be inserted into the call stream of any mobile phone. We then set about crafting a series of news announcements, opinion articles and white papers that would provide the credibility footprint the company needed to show it was not only relevant, but a leader in thinking about new ways for mobile service providers to communicate more efficiently and effectively with their customers.


The Faction Agency pre-briefed influential reporters at wireless and mobile trade publications including Wireless Week,Fierce Wireless, TMCnet and RCR Wireless, and carefully orchestrated story placement using news, research findings and branded round-table discussions as subject matter. Executive briefings with analysts garnered on-the-record third-party references from Informa Telecoms, Forrester Research and Current Analysis, and a series of high-visibility speaking invitations for Cenoplex executives resulted in appearances at the podium of the prestigious Telecom Council of Silicon Valley and the TRMA Fall Conference. Finally, the company was honored as a finalist for a coveted SPIFFY Award, all of which led to critical sales meetings.