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Tom Fry
Breaking the Cloud Ceiling: Capitalising on Ofcom’s Findings to Champion Market Fairness on the National Stage.
Civo is a challenger cloud provider. With Resonance's support it navigated the media landscape during Ofcom's critical report on the UK cloud market. Leveraging strategic media relations, Civo positioned itself at the forefront of the debate for a fairer cloud service ecosystem, taking on industry giants.
The Story
Ofcom commissioned a market study into the supply of cloud services in the UK to explore if the public cloud market in the UK was fair for customers.
2021 market share in UK public cloud infrastructure services market. Source: Ofcom
The interim report on the initial findings from the study in April 2023 condemned hyperscalers for limiting market competition through its billing practices.
The final report from Ofcom was expected in October 2023, which would declare if AWS, Google Cloud, and Azure would be referred to the Competition and Markets Authority.
The report was an excellent opportunity to boost the profile of Civo and put its message for a fairer, more equitable cloud-native landscape at the heart of the national conversation. In particular, with the Ofcom report’s criticism of the hyperscalers, there was an excellent opportunity to place Civo’s messaging in key target publications, increasing credibility and playing a truly meaningful part in driving real change in the cloud market.
Challenge
With such a prominent news story expected by many in the UK cloud space for six months, we would be competing with numerous other stakeholders who wanted their perspectives included in the conversation.
We needed to offer something truly unique to journalists, leveraging Civo’s position as a smaller cloud provider taking on the big Silicon Valley players, with our media relations timed perfectly to stand out to journalists with many interested parties vying for their attention.
Strategy
- In advance of the report going live, we pitched Civo to leading journalists who had covered the interim report and had previously been interested in hyperscaler or Big Tech competition stories on all possible outcomes from the report.
- The morning of the news breaking, the team had an early start phoning newsrooms and journalists to get ahead of the media cycle and meet fast moving editorial deadlines.
Results
14 pieces of coverage secured, including five national news outlets
Proactive commentary in the run-up to the report directly resulted in thirteen pieces of coverage, including notable hits in TechCrunch, The Guardian, The Daily Mail, This Is Money, Yahoo News, and The Register.
Media outreach on the day of the report going live resulted in a live broadcast interview on BBC Radio 4’s Today Programme.
GLOBAL press coverage in target media.
CIVO'S CLOUD credentials secured.
