BEA Systems

BEA Systems is a global leader specializing in enterprise infrastructure software products. Its technologies provide service-centered IT architecture for thousands of companies, organizations, and entities within the public sector around the world. In Finland BEA Systems counts various government ministries and large companies such as Elisa, TeliaSonera, Nordea, the OP-Pohjola Group, Kesko, VR, Itella, and StoraEnso among its clients.

Challenges

Communicating the concrete benefits BEA Systems can provide. BEA = SOA. Bringing the media discussion regarding service-centered architecture, SOA, down to a level that is beneficial to important readers. A need had also arisen to emphasize the advantages of SOA and link them to BEA. The goal was to reach company managers in addition to IT managers, which had been the traditional target group. BEA wanted to become recognized as a prominent player and visionary in its field.

Communications Solutions

Competence homed in on developing BEA's media relations. A targeted approach was used to achieve high publicity in both business and IT media. Stories about BEA were pitched to the media through product launch news and survey results. BEA's profile was moreover boosted as the company's experts were interviewed in several publications. SOA's benefits were presented through the lens of customer solutions. Furthermore, it was made a priority to invite journalists to BEA events both in Finland and abroad. BEA customers and partners were also engaged through company newsletters and event invitations.

Results

The prevailing SOA hype in the media was brought down to a practical level with the help of tangible examples and expert testimonials. BEA's publicity skyrocketed, and the company was noted as a leading SOA provider.

Oracle acquired BEA Systems in the spring of 2008.