THE OPPORTUNITY: CTIA-The Wireless Association, a top-50 trade association according to the Washington Business Journal, has represented the wireless communications industry since 1984. In 2012, the “consumerization of IT” created increased pressure for Enterprise IT Professionals, a key customer group for the wireless carriers and suppliers that CTIA represents. More specifically, they faced elevating risks of cyberattacks, increasing complications of incorporating new technology into existing systems, and a strict regulatory environment.
CTIA’s annual Enterprise & Applications conference was historically the association’s primary offering for the Enterprise IT Professional; however, this group viewed CTIA as conservative, outdated and “the association for the carriers,” focused more on the carrier workforce than the Enterprise IT market. CTIA partnered with 360 Live Media to reinvent and rebrand the Enterprise & Applications Conference, as well as reposition CTIA as the go-to platform during this time of increased pressure.