Background

Today’s workforce is more mobile than ever.  Employees’ desire to work when and where they want has led to an explosion of tablet use in business.  When PowWow came to Karbo they knew that advancements in the ability to deliver enterprise applications to mobile devices lagged far behind mobile device adoption.  When employees leave their desks and begin using their mobile devices, they can only use a small fraction of the corporate applications they need, and they have very limited access to key services such as enterprise data and collaboration.  To get their workforce effectively mobile, organizations are faced with creating limited web apps or costly custom apps for every type of mobile device on the market.  PowWow could dramatically change that.

PowWow had marketing challenges on three fronts:

• Increase awareness among the members of the press and analyst communities of the pain IT and enterprise users are feeling as they continue to move to mobile and are frustrated in their attempts to move enterprise applications and data to these mobile devices.
• Determine how to position PowWow given the fact that they didn’t neatly fit into the existing market categories such as VDI, MEAPS, DaaS, app workspace or virtualization.  The founders knew people would try to compare them to Citrix XenApp and VMware Horizon, yet they could peacefully coexist with these products and would enhance existing company mobile use dramatically whether companies used these other solutions or not.
• Establish PowWow as a credible, reliable supplier of enterprise application delivery and collaboration.

PowWow hired Julie Karbo and her team to effectively launch the company in a crowded, noisy space with entrenched and respected players.