The Challenge

AxiCom's client Varioptic was thrown into crisis when Philips Electronics, a large and supposedly friendly business partner, announced that it was bringing out it's own version of auto-focussing technlogy for mobile phone cameras.  While legal counsel was taken, it was decided that PR would be the first line of defence against the infirngement of Varioptic's intellectual property.

The Objective

The central thrust of the PR campaign was to bring into question Philips' sudden entry into the market and its treatment of a far smaller company with whom it had enjoyed priviledged access to sensitive research information.  To do this meant putting the issues before the world's press and inviting their scrutiny and judgement.

http://www.varioptic.com/en/news/

The Strategy

The preparation of press materials, IP proof points and statements was undertaken in close liaison with Varioptic's CEO and legal team while trusted journalists and analysts were approached.  

The decision was made to brief Reuters on an exclusive basis as a means of ensuring global reach and maximum dissemination of the news.  This was immediately followed by an impromtu press briefing session at the CeBIT trade show in Hannover where journalists leaving the Philips Electronics press conference were informed and briefed in person on the breaking news.

The Result

A high profile Reuters report ignited the story of Philips potential infringement of Varioptics intellectual property and caused a cascade of articles around the globe.  At the same time, mobile phone industry journalists and analysts were damming in their reports of the high-handed way that a large technology company had treated an entrepreneurial start-up.

Philips decided not to persue its own development of auto-focusing mobile phone camera lenses and instead opened discussions with Varioptic about licensing its technology.