Launching a new product in a new market is no easy feat. Oftentimes, it requires a great deal of strategic thinking and implementation of creative tactics from all levels of the company – from product development to marketing – in order to differentiate your product or service from competitive solutions on the market.
On July 1, Attachmate announced the availability of Luminet, a new enterprise fraud management (EFM) solution that takes the guesswork out of application monitoring to help organizations protect sensitive data, reduce internal fraud and enable regulatory compliance. While Attachmate has a solid portfolio of successful security products, including solutions in the managed file transfer and secure file transfer space, this is the company’s first product geared specifically to address internal fraud. In order to help existing and potential customers, as well as media and analysts understand how this new direction plays into Attachmate’s overall corporate strategy, the company incorporated an educational approach into the product launch plan.
Specifically, Attachmate developed key messages and press materials, which highlight the pain points and challenges associated with internal fraud. These key messages illustrate the need for EFM solutions and provide insight on why Attachmate is entering this space. Additionally, this framework helped Attachmate present a unified message and outline why EFM technology is relevant. This is especially important as EFM is not only a new market for the company, but also an emerging market as a whole.
Next, Attachmate pre-briefed prominent industry analysts to secure third-party support for the emerging category and provide commentary to media to validate the growing trend of internal fraud and how EFM solutions can help minimize this challenge within organizations. The company also secured references from key analysts such as Avivah Litan with Gartner, one of the foremost analysts covering this space.
Thus far, Luminet has been featured in the following (this list includes anticipated coverage):
- Healthcare IT News
- Wall Street & Technology
- SC Magazine UK
- Security Asia
- IT Jungle
- Database Trends & Applications
- PC Magazine
- Search Financial Security
- z/Journal
- Bank Systems & Technology
As your company or client prepares to announce a new product (possibly in a new market), it’s important to consider the following:
- What types of challenges or issues does this product or service address?
- Who are the competitors? What makes your product or service different from competitive solutions?
- What are the typical user scenarios? How will customers and potential customers utilize your product or service?
- Why is your company entering this market? What are the key business drivers that are creating this market opportunity?
If you’re interested in learning more about Attachmate Luminet or how PR can help effectively launch a new product, send us an e-mail at [email protected].