Sigma Designs: Consumer topics drive a business to business strategy

This innovative Silicon Valley semiconductor company with a 25-year history of innovation engaged Atomic to broaden business, industry and investor awareness of the company's growing dominance in System-on-a-Chip (SoC) solutions for IPTV and Blu-ray. Despite position as vendor powering 75% of the world's IPTV set-top boxes and 6 of the 9 Blu-Ray players, the company had yet to break through

Atomic's ComContext analysis identified two key trends that were in the infant stages playing out in the media:

• The Blu-Ray/HD-DVD war


• A new service from AT&T (IPTV) to compete with major cable companies.

Atomic invited key media to a Sigma 25th year anniversary event at AT&T Park in San Francisco to discuss and show the future of Blu-Ray and IPTV while positioning Sigma as key experts with opinions on the controversial topics.

Over the course of the next set of months, Sigma saw breakthrough business coverage in Dow Jones, AP, Forbes, IBD, SJ Mercury News and SF Chronicle; and established a presence in the blogosphere through posts on Engadget, GigaOM, Gizmodo and Crunchgear - all related to their presence in these categories.

During that same time, Atomic worked with technical consumer electronic media to highlight the chips as game-changing technology. Today, Sigma's chips are known as an alluring media processor that consumer enthusiasts demand for HD quality products. As a result, Sigma's chips now receive mentions in consumer electronic blogs as key components for new products.