01.23.2013 | Melissa Cafiero
Our client, Attachmate, delivers advanced software for terminal emulation, legacy modernization, managed file transfer and enterprise fraud management. In October 2012, the company announced Reflection 2011 R3, a component of a family of products that have been trusted for more than 30 years to securely connect desktop and mobile users to mission-critical legacy applications running on a variety of enterprise host platforms, including IBM mainframe, IBM AS/400, UNIX/Linux and HP NonStop (Tandem) systems, as well as many others.
This announcement was significant as we aimed to capitalize on the buzz around Windows 8, because Reflection 2011 R3 offers support for Microsoft’s Windows 8 client operating system for use in scenarios where users bring mobile Windows 8 devices to work. Additionally, it offers support for Windows Server 2012 server operating systems for private-cloud scenarios where enterprises are accessing legacy applications via Remote Desktop Services and/or Citrix XenApp, along with support for running additional types of competitive macros as-is (natively) without having to go through a costly conversion process.
Reflection 2011 R3 also features additional refinements to the patent-pending data-hiding features on IBM host screens that enable organizations to adhere to PCI DSS compliance requirements and pass PCI audits.
With this launch, Communiqué PR aimed to do the following:
- Raise awareness of Reflection 2011 R3 to existing Attachmate customers and potential new users
- Drive customer inquiries pertaining to Reflection
- Increase sales of the Reflection product line
- Educate key audiences on the value and benefits of terminal emulation solutions
- Highlight the product’s flexibility, how it helps protect organizations’ sensitive data and offers customization based on customers’ needs
This launch provided a significant promotional opportunity to highlight that Reflection is Windows 8 Certified ahead of Microsoft’s launch of the operating system, so we targeted Monday, Oct. 15, 2012, as the launch date. We knew the Windows 8 announcement the following week would garner significant coverage and wanted to ensure we avoided getting lost in the noise.
With this approach, we were able to secure three analyst briefings for the launch. We also received five pieces of coverage:
- Network World: “11.12.12 New Products Slideshow”
- Database Trends and Applications: “Attachmate Updates Reflection Terminal Emulation Line”
- BizTech2: “Attachmate Launches Reflection 2011 R3”
- IT Jungle: “Attachmate Excited with Combination of Reflection and Windows 7”
- iProDeveloper: “Attachmate Updates Windows Compatibility for Emulator Tool”
To learn more about Attachmate’s Reflection 2011 R3, visit: http://www.attachmate.com/Products/Terminal+Emulation/Reflection/reflection.htm.