Context & Continuity

TRAPEZE NETWORKS OPENS SECOND R&D CENTER IN CHINA

World-Wide Network of R&D Centers Expands to Four

Beijing, China, October 14, 2008 –Trapeze Networks (NYSE: BDC) is opening a research and development center in the Hangzhou, China that is focused on embedded wireless technologies.  The center is the second in China for the company.

“Trapeze Networks continues to invest in China for three important reasons,” said James Reeves, vice president of product operations.  “China -- and the entire region -- is a huge market for Trapeze Networks so we want to ensure we’re developing the right product with the right features for this market.  Second, we think that tapping the wealth of world-class engineering talent in China is giving us a competitive edge.  Finally, having a Mandarin-speaking team in Hangzhou working with our manufacturing partners in Taiwan will accelerate our time to market.”

Jerry Michalski on Public Relations

A million years ago, I had the honor of doing a little job for Jerry Michalski when he was working for Esther Dyson.  Mr. Michalski is a Very Smart Person. 

For a variety of reasons, he has spent a bit of time thinking about public relations, especially as it intersects some of his mainline interests.  Recently, he reposted a note to his blog about public relations that is only a little bit dated as per its references to Scoble as an employee of Microsoft.  (Remember that?)   Nevertheless, it's a thoughtful look and think about the question he poses at the end of the post. 

Cisco Sets the Pace...

My colleague, Kevin Petchow has been very busy and very productive over at Cisco.  Doing what?  Re-inventing public relations: 

In March this year, Cisco launched the ASR 1000 Router Series. No big deal, but for the fact that it was delivered completely via social media. This was apparently Cisco's fifth most successful campaign, and according to the company it has proved to be a turning point for the way Cisco takes products to market: "virtually, virally, and visually."

The biggest lesson here is this: Routers aren't sexy. If Cisco can make a router exciting enough for social media, you too can utilize social media to create a buzz about your product or service.

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