At its annual meeting in Florida at the end of April, the Broadband Multimedia Marketing Association (BMMA) awarded Actiontec the Vendor Innovation Award, which recognizes vendor innovation in marketing theory, practice, or operations.

First launched in July 2008, Actiontec’s Next Gen Wireless Broadband Router (Model # MI424WR) enables service providers to increase service speeds beyond 100 Mbps and better meet the needs of increasingly tech-savvy consumers. The router can handle multiple, simultaneous high-throughput media streams, including standard and HDTV video, online gaming, music, live sports and entertainment, and more.

The award also recognized Actiontec's innovative customer support and marketing campaign to increase user adoption rates and to ensure customers can take advantage of the router's advanced functionality to the fullest extent. For example, Actiontec's online “How To Zone” tutorial videos (also available through YouTube) that guide customers step-by-step through a wide range of applications, including how to port forward or how to connect an iPhone to the router wirelessly.

Like more and more equipment vendors, Actiontec’s marketing campaign taps into the social media trend by connecting with end-user customers directly using YouTube, Twitter, and Facebook. To celebrate the shipping of its 10 millionth broadband device in January, Actiontec even held an “I Love My Broadband” video contest where people could submit a short video online about why they love their broadband for a chance to win $500.

Wireless broadband industry players are increasingly turning to more open marketing tactics that aim to cultivate a two-way conversation with consumers, and ultimately to build a virtual community around their brand.

For more information you can contact the author at emma@maravedis-bwa.com

Copyright © 2009 by Maravedis Inc. All Rights Reserved.
No reproduction without consent.



>> Top