Polaris Office, a client of Communiqué PR, is introducing a new office productivity suite in the U.S. market in a daring attempt to disrupt the current status quo and offer an alternative to industry Goliaths Microsoft and Google.
Polaris Office is a Korean-based software company offering an intuitive, cloud-based office productivity suite that breaks down the barriers of the traditional office ecosystem. Originally launched as a mobile app in 2014, Polaris Office has since been adopted by more than 37 million users globally by appealing to a younger, more mobile user demographic that demands flexibility in terms of their work environment.
Inspired both by user response to its mobile product and to the need for cross-functional, collaborative productivity software solutions to serve an increasingly distributed workforce, Polaris Office has expanded its offering to the desktop. Its cloud-based productivity suite was developed to break down the barriers of traditional office ecosystems by offering powerful office functionality and easy cloud accessibility to enable a seamless experience across multiple platforms and devices. Its offering is also cost-effective, with usage plans ranging from free to $5.99 per month.
Introducing a Barrier-Free Office Productivity Suite to the U.S. Market
For any company, entering the U.S. market is no small feat. The bar is even higher when you’re introducing a new product with intentions to compete against globally recognized brands like Microsoft Office and Google for Work that currently own the office software category.
An undeterred and inspired challenger, Polaris Office wanted to introduce its fully integrated productivity suite to the U.S. market in Q1 2016. The company approached Communiqué PR in February and together, we developed a PR strategy to announce the new product and demonstrate how it transcends the constraints of traditional office software.
Challenging brands as strong as Google and Microsoft is an ambitious endeavor and we believed there would be interest from business and technology press. Our approach involved first developing a press release to express the significance of Polaris Office’s entry into the market and demonstrate how the barrier-free product transcends the constraints of others in the space. Next, we curated a press list focused on journalists covering business news, technology, the future of work, and of course, Polaris Office’s competitors. We then offered the news under embargo to targeted media to encourage interest in the news, coordinate advance interviews and drive coverage to coincide with the official product launch date. And finally, we shared the news over the wire and to our tailored list of press.
Coverage Recap
Polaris Office’s expansion to desktop and entry to the U.S. market was announced on March 8, 2016. Below is a list of articles that were published in the first two days following wire distribution:
- Mobile Marketing Watch: “First Look: Polaris Office Expands to Desktop”
- AJU Business Daily: “‘Polaris Office’ goes global with cloud-based PC version”
- Product-Reviews: “Polaris Office US release with new subscription fees”
- Cloud Wedge: “Polaris Releases Desktop Version of Popular Cloud Office Suite”
- TechCrunch: “Seoul-based Polaris Office launches its enterprise productivity suite in the U.S.”
- IT Pro Portal: “Polaris Office launches new cloud-based productivity suite”
- PCWorld: “Hands-on: Polaris Office is a free Office alternative, but read the fine print”
- FierceCIO: “Brazen or crazy? Polaris Office goes head to head with Microsoft and Google”
- Network World: “Polaris wants to take on Microsoft and Google. Good luck with that!”
- WinBuzzer News: “Microsoft Productivity Suites Targeted by Polaris Office”
Based on the response from media thus far, we anticipate even more coverage will result from outreach in the coming days and weeks. In the meantime, we congratulate Polaris Office on this significant achievement and look forward to telling the company’s story as it continues to offer innovative features for its platform and build its market share in the office software space—both in the U.S. and globally.