ATLANTA—Calysto Communications, an Atlanta-based public relations firm that focuses exclusively on telecommunications clients, has launched a new operations support systems (OSS) practice, which will focus on promoting OSS innovations and technologies in the communications industry. The new practice is the second in as many months for Calysto, which recently added a semiconductor practice.
Calysto’s experience in the OSS industry includes providing public relations guidance for public companies and private start-ups that offer a wide range of technologies, including billing, inventory management, mediation and revenue assurance, providing strategic direction as well as messaging, writing and pitching.
“As next-generation wireless and wireline networks become more commonplace, telecom service providers will look for OSS solutions that are compatible with both legacy and next-gen network elements and provide the flexibility to support new business models,” said Justin Siefert, who will lead the new practice. “Companies will need to identify and accurately convey their strengths to take advantage of new opportunities in the communications market. Calysto can help them not only identify these strengths but also communicate them to the right audience.”
The firm will deliver three services specifically tailored to meet the needs of OSS market players: market research and competitive landscape trending analysis, which helps clients keep their proverbial fingers on the pulse of the industry, particularly as new telecom entrants such as cable operators begin to buy more OSS solutions; OSS messaging analysis, which helps companies develop and communicate the unique characteristics of their products and services; and a wide range of technical writing services, designed to translate the functionality of the OSS back end into messages and stories that are relevant to all media.
Despite the addition of two new practice areas, Calysto chief energizing officer (CEO) Laura Borgstede says Calysto is not about to become a generalist technology agency. “Our new specialty practices are a demonstration of our continued commitment to the communications industry. Other PR agencies have brand, technology or corporate practice groups, we want to continue to deliver more specialized expertise.”