Telecommunications Case Story

TruePosition, Inc.

MDB Staff Case Story™ # 20010 of MDB Staff

Positioning a Wireless Location Technology Start-Up

In anticipation of legislation that would mandate wireless location for cell phones, TruePosition invested several hundred million dollars to develop a network-based location solution for wireless handheld devices. This service was referred to as enhanced 911, E-911. The organization faced with a set of challenges aligned with this government action and the demands of the market place, in addition to their recent acquisition by Liberty Media.

MDB was retained in mid-2000 to coordinate TruePosition’s public affairs efforts and guide the transition of TruePosition to a fully functioning subsidiary of Liberty Media. MDB developed branding, created an advertising campaign, and coordinated a public relations campaign, which situated TruePosition with the “first mover” advantage among its competitors.

Through the implementation of MDB’s management and strategic planning recommendations, TruePosition is now a fully integrated subsidiary of Liberty Media, has signed its second major contract with a well-known wireless telecommunications provider, and has been publicly recognized as one of the nation’s best wireless location solutions.