BigBand Networks - Screen UX Technology Becomes Wall Street Brand


A company founded in 2000 based on a video technology passion, one endowed with a vision by it's founders capable of succeeding through wildly fluctuating business cycles, was ready for the next step.

Transformed into a fast growth multinational technology company, BigBand Networks was moving toward an IPO launch.

BigBand operated development centers for video products in Tel Aviv, Israel, data and voice products in Westborough, Massachusetts, and extended research and development in Shenzhen, China. It sold video, voice and data solutions directly to major cable Multi-System Operators / MSOs. BigBand's MSO clients included Comcast, Time Warner Cable, Cablevision, Cox, and Verizon. 

The company's products include a digital video processing platform labeled BMR, and a Cable Modem Termination System [CMTS] named Cuda, based on a range of patented technologies created largely in-house. The video platform enables services such as Switched Video, Digital Cable, Video on demand and Internet Protocol Television [IPTV] offered on a variety of transport networks such as QAM cable, DSL and Verizon FiOS.

In planning for their IPO, company leadership understood the need to share its story and engage audiences beyond scientific, engineering, and technology circles, and its MSO and telco customer markets.  BigBand turned to WHISPER.   


With little time to create results, the task quickly revealed itself as evolving the BigBand narrative from technologyspeak to a conversation both Wall Street and Main Street could easily understand. The objective was to engage the public financial markets and a large untapped audience of global prospects.  

For a company admittedly reliant upon technology jargon, finding the competitive white space opportunity upon which to create the company's positioning and its story was paramount.

The client's largest revenue stream, video delivery platforms - from MSO to in-home user - was identified quickly in the engagement as the unfilled and uncommunicated white space opportunity, based on the understanding that "BigBand Networks stands first and foremost for video delivery and enjoyment, with products enabling the transmission of digital television to consumers around the world."

With video as our door opener, our conversation starter, this entry point story emerged: 

We Move The Pictures That Move You®

This verbalized position and entry point message authentically mapped back into the values and passion of the founders, while telegraphing an easy to grasp benefit for the B2B customer and, in addition, the end user audience.

Armed with this position and primary message, we moved to create a range of applications to support and extend the position, including online, print, photography and, of course, video.  

Own The Conversation® Results

Wall Street liked the result. As one analyst described it, "you distilled this company and its business into an effective value proposition." 

After a successful IPO and growth in market capitalization, Bigband Networks was acquired by ARRIS Group, Inc. [NASDAQ:ARRS].


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