As a network infrastructure company, ECI undertook a new business strategy and decided to partner with mobile brands. To this end, they chose to participate in a mobile exhibition, a venue not usually attended by companies of their kind. Therefore, it would not be immediately clear to their potential audience what they were doing there.
Their first challenge was to explain why they were there. Their second, and more important challenge, was to make it clear that working with them would be a better choice than remaining with some of their global competitors.