NTT Com 2013 Public Relations Results

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NTT Com 2013 Public Relations Results

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NTT Com Campaign Snapshot

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Acquisitions of RagingWire & Virtela

Campaign Snapshot

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_{Leveraging }

- The significance of NTT Com’s $875 investment into RagingWire and Virtela

- Seven years of relationships built and maintained with the U.S. media and analysts on behalf of NTT

- Intimate knowledge of NTT Com’s business in the U.S., understanding how the company wishes to be perceived

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_{Wireside }

- Executed strategic communications that demonstrated how NTT Com is advancing its Global Cloud Vision, providing flexible, low-cost, safe, secure and reliable ICT environments on a global scale.

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_{Timeframe for U.S. PR }

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 RagingWire is a leading provider of data center services in the United States. On October 28, NTT Com announced it will acquire

approximately 80% equity interest in RagingWire for $350 million (USD).

 Virtela is a leading global managed and cloud network services

company. On October 28, NTT Com announced it would wholly acquire Virtela for a total transaction price of approximately $525 million (USD) in cash.

Campaign Snapshot

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 _{Analyzed RagingWire and}

Virtela messaging and

messaging of competitors; delivered key questions and takeaways

 _{Edited releases for format,}

grammar, spelling, word choice, message consistency

 _{Drafted quotes}

 _{Fact checked releases}

 _{Advised on release structure,}

formatted releases

Communications Planning & Execution

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 _{Crafted custom, high level key}

messages for press releases, PitchEngine, executive

summary, pitch and

spokesperson briefing sheets

 _{Determined optimal}

distribution for U.S. and

European release via Business Wire

 _{Optimized press release for}

search: selected key words for URL, tags and release summary to ensure best possible SEO for

Communications Planning & Execution

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 _{Executive Summary and Pitch}

 Placed both releases in context for the media and analysts, stressing newsworthiness and implying need for immediate coverage

 Helped the media and analysts quickly understand the significance of the news and how to cover the story

 Communicated thought leadership, addressing how the acquisitions advance NTT Com’s Cloud Vision

 Delivered resources to media and analysts to ensure quick, accurate, broad, and high-level coverage for NTT Com

Communications Planning & Execution

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Developed two PitchEngine pages including press releases, custom tweets, images and optimized tags

Communications Planning & Execution

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Worked with RagingWire and Virtela PR contacts on PitchEngine development and media relations

Communications Planning & Execution

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 _{NTT Com’s Master Media Lists}

 _{Refreshed NTT Com business press}

lists (wire services, newspapers, publications, blogs)

 Researched and built new custom press list of media contacts covering RagingWire and Virtela

 Researched and built new local business press lists for Denver, Sacramento and Washington D.C.

 _{Number of contacts on NTT Com}

media and analysts lists to receive announcements totaled over 300

Communications Planning & Execution

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 _{Seamless Process &}

Thorough Preparation

 _{Maintained constant contact}

with NTT Com to ensure seamless coordination of incoming press and analyst requests

 _{Developed briefing sheets for}

each interview which included reporter / publication intel and custom talking points

 _{Staffed select interviews}

Communications Planning & Execution

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Wireside’s strategic communications resonated with the

international business and trade press, as well as analysts

Media & Analyst Outreach Results

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Media & Analyst Outreach Results

Media Inquires/Briefings

Wireside serviced incoming requests from media on deadline

 _{Associated Press}

 _{William Robinson, Bloomberg}  _{Patrick McClary, Built-in Colorado}  _{Alex Hawkes, Capacity Magazine}  _{Kristen Bent, CRN}

 _{Rich Miller, Data Center Knowledge}  _{Radka Lee, Lawyer Monthly}

 _{Dale Kasler, Sacramento Bee}

 _{Mark Anderson, Sacramento Business Journal}  _{Guy Ferneyhough, Telecom Finance}

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Media & Analyst Outreach Results

Analyst Inquires/Briefings

Wireside serviced incoming requests from analysts on deadline

 _{Eric Hanselman, 451 Group}  _{Kelly Morgan, 451 Group}

 _{Amy DeCarlo, Current Analysis}  _{Brian Washburn, Current Analysis}  _{Sarah Wallace, Heavy Reading}  _{Ari Banerjee, Heavy Reading}  _{David Molony, Ovum}

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“The deals …place it (NTT Com) in the vanguard of telco cloud network provisioning for enterprises.”

“These acquisitions are important for the whole sector, and not just because together they make a big splash.”

“It is taking on the rest of the global telecoms industry on its own terms.”

“All this shows that NTT Com has a new confidence that it can match global leaders.”

“It sends a warning to AT&T and Verizon in particular: NTT is in your backyard; the US is not just a global data center time zone to be covered.”

“The tech media is already enthusing about NTT Com’s network feature virtualization (NFV) strategy,…”

‘’Verizon has chosen to target Amazon Web Services, but may have overlooked the real threat.”

Media & Analyst Outreach Results

Takeaways: Positive on NTT Com and NTT Com’s PR

David Molony, Principal Analyst, Enterprise, Ovum

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Coverage Analysis

 _{As a result of media outreach around the announcements, NTT Com earned} nearly 250 feature stories in leading business news wires, newspapers,

publications, and blogs; technology trade outlets and blogs; as well as inclusion in analyst reports and analysis

 _{85% of the coverage appeared on the day the announcements were issued}  _{Feature stories were published in English worldwide with publications in}

more than 20 countries covering the news

 _{Notable coverage includes: Associated Press, Bloomberg,}

BloombergBusinessWeek, CIO, The Denver Post, Fortune/CNNMoney, InformationWeek, Ovum, Reuters, The Register, The Sacramento Bee, Sacramento Business Journal and The Wall Street Journal

 _{Long-tail - “Top 10” and “Top 20” recognition in leading industry publications}

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Bloomberg

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BloombergBusinessweek via The Associated Press (AP)

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CIO via IDG News Service

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The Denver Post

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Fortune/CNNMoney

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InformationWeek

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The Register

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Reuters

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The Sacramento Bee

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Sacramento Business Journal

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The Wall Street Journal

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CRN

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Data Center Knowledge

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Wireside Communications Superior Production Exchange 1901 E. Franklin St., Suite 111 Richmond, VA 23223 www.wireside.com

Thank You

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