Planning a late entry into the fiercely competitive cable-modem market, Ericsson found itself facing 12 better-known competitors who were either in market or awaiting certification. Challenged to help Ericsson position and introduce its new cable-modem product, Bustin & Co. recommended a strategy that allowed Ericsson to take a leadership position in the industry. Within 120 days, Bustin & Co. had named the product, established the launch strategy and executed a successful launch of the new PipeRider™ at the industry's premier trade show. Insiders quickly classified PipeRider as a home information conduit, not simply another cable modem, and Ericsson was seen as a pioneer in the new category. The introduction yielded more than 100 qualified leads for Ericsson’s sales group, accelerating the launch to exceed original sales projections.
