Jabra’s First Video Camera for Conferences and Media Study Sessions
Company Name: GN Audio Japan K.K. (Jabra)
Industry: Manufacturing
Business line: new product “Jabra PanaCast” an online conferencing solution
Jabra is the Japanese subsidiary of GN Group from Copenhagen, Denmark, the company famous for its global brand of Bluetooth headsets. The company had close relationships with Japan and supported multilingual communication linking Japan and Eurasia.
Jabra holds a high share of the global market in both general consumer products and the professional headset products, thanks to its advanced technologies such as sound quality, Bluetooth connection stability, as well as its unique Scandinavian design. In addition, the “Jabra Speak” speakerphone for conferences is also gaining market share.
To support public relations and PR, ShapeWin helped to plan and organize a new product media study session for Jabra PanaCast – new online conferencing solution (launched in September 2019).
Introducing Jabra’s First Video Device
The new Jabra PanaCast, a 180° panoramic video camera for meetings
In February 2019, the GN Group announced acquiring Altia Systems, a Silicon Valley startup company with $125 million. Altia Systems uses proprietary image composition technology for combining images captured by multiple cameras in real-time. The acquisition of Altia Systems brings the first video camera products under the Jabra brand to the GN Group.
The new Jabra PanaCast conference video camera (available from September 20, 2019) combines visuals from three cameras in real-time to produce a seamless 180° panoramic image. This feature eliminates blind spots and creates a highly realistic video conference experience.
Study Session on Huddle Room Trends
Media study session in the Huddle Room
To get media exposure for the Jabra PanaCast, we planned a pre-launch media study session to communicate the market background and Jabra’s vision.
It is challenging to attract media with a narrowed focus presentation only aiming to sell. It is ShapeWin’s experience that capturing media interest with unique stories behind a product or a service brings additional value. Hence, we approached the media and positioned this study session from the point of “changing trends in a corporate conference room”.
The current trend of work style leads to the increasing global drift (Frost & Sullivan survey) of moving from large conference rooms to small huddle rooms of four to six people.
However, there are some hurdles to installing a video conferencing system in a small room. For example, the high cost of system maintenance and the quality of vision, even having a wide-angle camera, are not always satisfactory.
Our team acquired media exposure using this spin about “the strategy for the Japanese market based on the global trend of huddle rooms”.
Jabra PanaCast was introduced as a solution to clear the blind spots of cameras at a reasonable cost of the system. Needless to mention the former is often one of the main obstacles to implementation.
We also highlighted many other features of the product, such as their unique feature of “intelligent zooming” with face recognition. Finally, the offered opportunity to test the system before installation only increased the interest in the product.
As a result, more than ten key media attended the event, bringing much desired exposure; including tech gadget, enterprise, IT, and business media.
The PR method of using study groups to attract media to an event is all about content. The key to this success was creating compelling content for the media based on the current trends and interests.
Client: GN Audio Japan K.K. (Jabra)
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