Discera
Quickly Building Market Leadership

The Challenge:

Discera, a provider of silicon-based timing components, selected LP&P to help re-launch the company in the semiconductor market. Discera offers a silicon-based replacement for quartz crystal timing components. The company had announced its technology vision a few years earlier but was not ready to come out of hibernation as they readied product for availability. During their hibernation another competitor had launched an aggressive communications program and was viewed as the emerging leader in the market. Discera challenged LP&P to quickly build visibility for Discera and to take back the crown of “market leader.”

The LP&P Difference: 

An analysis of the coverage of Discera’s market showed that competitors had focused mainly on the potential of the technology and the fact that it used silicon instead of quartz for timing components. LP&P worked with Discera to develop messages that communicated that silicon timing devices were ready for electronics manufacturers and the value they would deliver to electronics manufacturers as well as consumers. LP&P began immediately leveraging its relationships with key analysts and media to communicate the Discera story.

The Results: 

Within days of starting work with Discera, LP&P secured a sidebar by the CTO to accompany ECN’s cover story on quartz crystal. In six months LP&P had established Discera as the leader in delivering silicon timing devices to the market. Specific results included:

• Generated 60 pieces of media coverage in Discera’s key publications, such as Electronic Design, Semiconductor International and the cover of EE Times.
• Blanketed market analysts to secure coverage in nine analyst reports, including standalone articles from Gartner and Semico dedicated to Discera, focusing on their market impact:

“Discera has introduced a better mousetrap” – Semico Research
“With a recently announced infusion of venture money, Discera seems poised to pick up slices of the market for clock generator ICs.” – Gartner Research

• Discera’s CTO won the prestigious EE Times “Innovator of the Year” Ace Award.
• Generated double the coverage of the nearest competitor.
• Secured 10 speaking opportunities with top semiconductor trades shows worldwide, including: SEMICON West and SEMICON China.