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SOFTWARE COMPANY'S LATEST PROMOTION BRINGS NEW MEANING TO THE WORD MOBILITY
WHEN IT COMES To marketing itself, Sybase Inc. certainly takes the road less traveled. After all, this is the software company that literally wrapped up its Emeryville, Calif:, home office in an advertisement (see "Sybase unfurls 6,000-foot ad," Oct. 9, Page 8) when all other outdoor advertising space was either taken or too expensive.
Such creativity is evident in Sybase's trade show and site visit efforts. To create a better understanding of its products and services, the company has decked out an 18-wheel rig, packing it with a full range of mobile technologies from iAnywhere Solutions Inc.-a wholly owned subsidiary of Sybase-and taking them on the road to where the customers are: trade shows, seminars and even corporate doorsteps.
"The Sybase Rig is a demo station on wheels." said Shirley Macbeth, director of marketing for iAnywhere Solutions. "It's a larger-than-life demonstration of how iAnywhere Solutions delivers 'always available access to e-business applications, enterprise data and Internet content...