Sonus Networks is a leading provider of IP-voice infrastructure solutions for some of the world's largest service providers. The company realized early-on that IP would lead the future of communications and made an investment in the development of this technology across a broad set of solutions, including trunking, access, wireless and applications. In 2007, Sonus saw its vision begin to truly evolve and recognized the need to influence key constituencies on the future of IP.

Racepoint was engaged to develop an aggressive thought leadership campaign to position Sonus as the premier resource on all things IP. To do so, the team identified key trends in telecommunications to support Sonus' all-IP-messaging. Two key themes emerged as "hot issues." The first was the rise of femtocell technology, typically used in small business or residential environments. The second was the increasing migration of service providers from 2G networks over to next-generation 3G and 4G networks. Both rely heavily on IP-technology to reach their fill potential.

Racepoint conducted a proactive campaign offering Sonus executives for Q and A discussion on the latest IP-trends. As a result of a series of briefings with top-tier business, trade and digital media, the team secured stories in the Boston Globe, Boston Business Journal; two podcasts in Telephony and Telecommunications Magazine, and; a videocast in Network World on femtocell technology. These features drove a significant increase in Sonus' IP-leadership.