"Early in the game, raising awareness by example"
Early in the game, raising nuggets awareness by example Acquisition done March Networks. “We are extremely pleased to be recognized for our suc- Netistix Technologies Corp. is now cess in this high-growth sector and officially the property of BSM Tech- While working out the marketing anticipate increasing our retail vertical nologies, the acquisition of the Ottawa- strategy, Mr. Rudyk was ap- market share in 2008, both in North based company having been finalized America and in other target markets.” Blogscanning proached by one of the programmers who over the holidays. The deal, which was first announced in late October, saw More than 100 retail organizations use Big deal from pard mentioned he had a March’s analytic tools and IP video Water and wastewater treatment sys- BSM acquire all outstanding shares of solutions to prevent losses, mitigate tems maker Seprotech Systems Inc. ROBERT JANELLE blog. Curious, Mr. Rudyk asked how Netistix for about 7.14 million com- risk, enhance security and improve receives its first large order through mon shares of Woodbridge, Ont.-based many readers the blog had overall store performance. Such tech- its new partner in Mexico, Evans BSM, priced at $0.14 per share. “We and who they were. The programmer nologies are integral to reducing in- Power Equipment. The 7.75-mil- are pleased to have concluded the ac- replied that there were 600 regular ternal theft, organized crime and other lion-peso ($728,000) deal with an T quisition of Netistix Technologies,” he lead-up to Apple’s release of subscribers, mostly Microsoft archi- sources of inventory shrinkage, which unspecified Mexican real estate de- states Nick Cirella, CEO of BSM. “To- the iPhone last year saw plenty tects and developers. cost US retailers an estimated $42 bil- veloper, will earn Seprotech over gether with our earlier acquisition of of hype, but also its share of “If there were 600 people we need- lion a year. $72,000 in equipment royalties, SecTrack, this positions BSM among pre-release criticism. Months before ed to reach, these were them,” says as well as payment for engineer- the world leaders in Fleet Management the device hit stores, Microsoft CEO Mr. Rudyk. ing, management and sales support Product Suites.” Netistix is the devel- Steve Ballmer was out in the media So rather than aiming for tradition- expenses. “We are very encouraged oper of FleetPulse, a wireless fleet chastising the device as being bad for al media coverage, Databeacon was by this early success with a major management system which provides developer. It is very important to business users. able to build its buzz by having ac- Needless to say, this upset many cess to independent developers who operators with such services as fuel usage monitoring, safety management Bang & Olufsen deal have an installed base to promote in the Mac community. One of those happened to publish their thoughts on Wi-LAN is licencing its V-chip sales and this project will serve as and GPS tracking. people was Alykhan Jetha, CEO of the web. technology to Denmark’s Bang & a reference site for Seprotech’s wa- Marketcircle, a This was a les- Olufsen, a major supplier of high- ter treatment solutions in Mexico,” Markham, Ontar- “Not to use social son he kept in end consumer electronics. “We are very pleased that Bang & Olufsen, says Martin Hauschild, president and CEO of Seprotech. “Clean wa- io-based software mind when he ﬁrm that develops media channels is founded his own No. 2 a marquee manufacturer of home ter is a vital requisite to Mexico’s business produc- not to do marketing PR ﬁrm a short March Networks is ranked the second entertainment products, has negoti- ated licence agreements for our V- economic boom and the need for water treatment solutions remains tivity applications largest supplier of video surveillance for Apple comput- in the 21st century.” time later. After setting up shop equipment to the North American retail chip patents,” says Wi-LAN V-chip strong throughout Latin America. ers. in Almonte, he market. A report from IMS Research president Najmul Siddiqui “Our The sales channels opened through Like many modern companies, Mar- discovered that Ottawa’s technology identifies the Ottawa company as one V-chip licensing team generated sig- Evans’ network of over 400 offic- ketcircle keeps a corporate blog, giv- sector was not taking advantage of the of three providers each with a 6% of nificant momentum in 2007 and we es and manufacturing sites would ing Mr. Jetha an immediate soap box new media tools that were available. the $437 million video surveillance expect this momentum to continue have otherwise taken us years to to mount and respond to Mr. Ballmer’s “Nobody in Ottawa was blogging, equipment market, which is expected in 2008.” Bang & Olufsen is licens- develop.” Last July, Seprotech an- criticisms. had RSS feeds or podcasts,” he says. to grow to $586.4 million in three ing the patents on a running-royalty nounced it was entering into a part- So on April 20 Mr. Jetha posted a re- To rectify the situation, Mr. Rudyk years. “Our efforts to engage with our and has agreed to make retroactive nership with Guadalajara-based Ev- buttal, listing the many ways in which contacted Ottawa Centre for Research customers and respond to their needs payments for past, unlicensed use of ans Power to manufacture, sell and the iPhone is an ideal device for small and Innovation CEO Jeffrey Dale helped us develop leading retail solu- the patents. Wi-LAN has now signed distribute its pre-engineered water businesses and accused Microsoft of about starting a podcast, titled OCRI tions that have proven both reliable and 117 licence agreements for its V-chip and wastewater treatment solutions launching a FUD (fear, uncertainty Radio, as a way to lead by example. highly effective in some of the largest patents, the television parental con- throughout Mexico and the broader and doubt) campaign. Market2world continues to lead by retail deployments in North America,” trols technology which the company North American market. While the post certainly got Mr. example. Its web site [www.market- says Peter Strom, president and CEO, acquired six months ago. More, see Nuggets, page 8 Jetha’s thoughts off his chest, it served 2world.com] contains the usual com- Looking for the Best IT Contract Opportunities? a second purpose: marketing! pany mission statement, biographi- His response was picked up by cal information and contact info. But other blogs, which had links pointing the home page also shows the most back to the Marketcircle site and even recent blog posts from Mr. Rudyk scored some mainstream media atten- and the rest of his staff writing about FIND THEM WITH S.i.SYSTEMS! tion with Macworld running a news marketing and providing commen- brief on their site tary on the local MORE OPPORTUNITIES. Matching I.T. Consultants to new contract opportunities is our #1 job. We entertain hundreds of contract opportunities about the posting. However, all the Ottawa’s technology tech scene. share “We try to each month. Visit our website to view current consultant opportunities. publicity the com- sector was not taking what we learn as CLIENT MARKETING. pany gained from a single blog post advantage of the we ﬁgure it out,” says Mr. Rudyk. We are professionals working with professionals. Our clients seek quality, skilled, incorporated IT consultants. We use a proactive marketing strategy to introduce you to our client base. Before your contract is up, we are looking for new didn’t happen en- new media tools Beyond just opportunities or negotiating a renewal on your behalf! tirely by accident. There was help that were available. looking to the blogosphere for A PERSONAL TOUCH. We want to meet you so that we can better understand your career goals, skills and working preferences. We will work from Marketcir- coverage though, with you on an ongoing basis to move your career forward. cle’s public relations ﬁrm, the Almon- social media has a lot of other tools to te, Ontario-based market2world. It offer to modern marketers. Through WE’VE GOT YOU COVERED. was the PR team who encouraged Mr. the use of new tools, market2world is While under contract with S.i. Systems, you will be covered for General Liability and Errors and Omissions insurance! Jetha to put his complaints about Mr. able to mount PR campaigns for com- Ballmer’s remarks into a blog post and panies in Europe without ever seeing OPPORTUNITY NOTIFICATION. S.i. Systems will email you new contract opportunities in your city. Use this to your advantage to stay of top on new then sent out a press release regarding the clients face-to-face. opportunities, industry trends and current rates for various skills. the rebuttal. The clearest lesson from looking This kind of new-media marketing at modern marketing is that the rules REWARDING YOUR CONTACTS. is all in a day’s work for market2world have changed, not just for the publish- $500 cash will end up in your pocket if you refer another consultant to us who we have never met, and we place that person. and its founder and CEO Nathan Ru- ing world, but the marketing world as dyk. well. HERE WHEN YOU NEED US. Our Account Executives and Recruiters are available and easy to reach. We make consulting easy, providing a business Mr. Rudyk ﬁrst discovered the mar- “Not to use those channels is not to relationship with a personal touch to each and every consultant. If you do ever have any workplace concerns or issues, keting potential of the blogosphere do marketing in the 21st century,” says our staff is accessible to help facilitate a resolution. while working at Databeacon in (later Mr. Rudyk. Visit WWW.SISYSTEMS.COM TODAY TO BECOME PART OF OUR NETWORK acquired by Cognos which was then Bob Janelle is a freelance journal- Apply to any of the contract positions listed there, or post your resume directly to our online database. acquired by IBM) in 2004. The com- ist who has plied his trade at the Citi- WE MAKE THE MATCH - GUARANTEED! pany was in the process of porting one zen and Kingston’s Whig-Standard. of their enterprise applications to Mi- A bilingual grad of Algonquin’s J- w w w .s i s y s t e m s .c o m crosoft’s .NET framework and learned School, where he won awards for both Ottawa 613.786.3290 • Calgary 403.264.4343 • Edmonton 780.424.3999 that this would be the ﬁrst enterprise writing and photography, he is a self- app to fully use the framework. confessed video game addict. Vancouver 604.669.1387 • Toronto 416.485.8001 www.nationalcapitalscan.ca February 2008 7