Mobile TV technology start-up Mirics uses EML for successful UK and US launch
EML has successfully launched start-up company Mirics Semiconductor in the UK and US markets. As an introduction to Mirics and its first product, EML managed a three-day press tour that resulted in almost forty pieces of coverage. EML has also helped the company gain early exposure for its breakthrough mobile broadcast technology in the Asian market.
Hampshire based Mirics has developed a breakthrough technology that enables portable device manufacturers to easily integrate mobile broadcast reception such as digital radio and mobile TV into their devices. Due to cost, and the limitations of existing solutions, this has traditionally been very difficult. However, with funding from Pond Venture Partners, Mirics' breakthrough technology will drastically alter the landscape for mobile broadcast receivers, addressing the problems of flexibility, cost, and power consumption.
EML helped Mirics to define its key messages and company positioning prior to the public launch. An intensive media and analyst briefing programme with UK and US contacts was then arranged over a three-day period. Coverage was achieved on key international online media within hours of the first briefing.
"The mobile TV market is currently hyped beyond belief, with billion-dollar multi-nationals doing smoke and mirror launches" said Ralph Weir, VP Marketing of Mirics Semiconductor. "As a startup we had to take a different approach. EML delivered an innovative and bold campaign which established us as not only a leading player, but as a company that supplies leading edge technology - not just talks about it."
He continued. "While design cycles are long, early response to the launch has been superb. As a result of EML's innovative approach, we have positive interaction with major multinationals covering the US, Europe, Japan, Korea and the rest of Asia - it's a list of contacts most startups would drool over."
Mike Gera, partner from Pond Venture Partners (investor in Mirics) said: "After being in stealth mode for over a year, we had high expectations for the press launch of the company. EML did not disappoint."
"Mirics is an exciting start-up. The company combines breakthrough technology with an enthusiastic and world-class team of RF system designers," added Richard Parker, Managing Director of EML. "The campaign that EML has put together for Mirics has maximised the company's visibility in its key markets. Over the next twelve months, Mirics will be announcing further technology breakthroughs and we will be looking to use these to continue to build a strong reputation for the company."