Many estimate that by 2012, the spectrum assurance market will make over $300 million in annual revenues—all created by Cognio, a small company out of Germantown, MD.
The problem.
Cognio’s existing capabilities and products needed to be rectified. Their main product was expensive and difficult to sell, while another project they had—a small form factor spectrum analyzer—could provide 10 times the price advantage and was easily sold. Another problem was the common messaging in the WiFi space: other equipment manufacturers de-emphasized spectrum problems, which reduced the need for Cognio’s products.
The solution.
TEMPUS Group began by helping Cognio launch the spectrum analyzer card and channelize the product though resellers and strategic original equipment manufacturers. As part of the launch, Cognio aggressively pursued creating “market awareness” of the real issues with Wi-Fi deployment. We also helped them build lead generation to demonstrate the market’s demand for spectrum tools.
Activities completed.
- CMO Service
- Product Management
- Product Marketing
- Channel Development
- Collateral Development
Duration: 8 months
The result.
In the first 12 months, Cognio created the spectrum assurance market. Their market grew to a size of over $20 million, and that number then grew to $50 million in revenue at the top of the second year. Furthermore, during the second year, Cognio was able to lock in a few strategic partnerships that ensured its eventual success. By the end of the year, they announced an OEM of the technology to Cisco Systems, who subsequently acquired the company in late 2007.
