Mio Technology case study
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“Hotwire has been directly responsible for the brand’s level of recognition and reference in France. We have come from being the unknown underdog in 2004 to being in the top four in the European market today.” Leo Exter, European Marketing Manager at Mio technology.
How did Hotwire take Mio Technology from virtual unknown in the French mobile global positioning system (GPS) market, to being a recognised top four player, competing with giants like TomTom, Medion and Navman, in one year’s time?
On of the challenges was that the GPS market is relatively new in France, yet it is dominated by a number of established market leaders. Breaking through with a new product and brand represented a significant challenge. Furthermore, GPS was considered a “techie” gadget and somewhat geeky, with very limited interest from media beyond the motoring and technology press. Hotwire’s strategic approach and implementation was to divide the programme into three strategic elements: going beyond the typical technology purchaser by targeting new markets (lifestyle media), establishing Mio Technology’s corporate credentials (business and trade) and establishing brand credibility with enthusiasts and opinion leaders (consumer tech/auto/GPS media).
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