One way to stifle competition in the technology sector is through massive intellectual property litigation. When one cutting-edge company was branded as a patent troll, it expanded the fight to the Court of Public Opinion – and won.
Visto, a privately-held mobile messaging technology company, was pitted against Research in Motion, Microsoft, and many others in multiple lawsuits throughout the world. Sub-textually, the company was combating the “patent troll” stigma encouraged by RIM and others.
The goal was to brand Visto as a company that had devoted a decade to developing innovative technology, and to make it very clear that it would fight to defend that technology.
After a campaign to ensure that positive messages about Visto reached key audiences, all pending patent litigation was settled, including a $267.5 million payment by RIM