Launched EarthLink Everywhere to extend Internet services beyond the desktop.

Challenge:
In the fall of 2000, Lance was tasked with determining how EarthLink could extend its service offering beyond personal computers to new platforms such as mobile wireless devices and home Internet appliances.

Actions:

• Created business case with detailed business plan to aggressively pursue mobile wireless Internet market segment.
  • Collected secondary market research
  • Conducted primary market research
  • Developed strategic rationale
  • Developed competitive advantages and market entry strategy
• Presented business case and business plan to executive committee.
• Created product vision and two-year development road map.
• Oversaw and coordinated numerous product launches that included market research, product development, product management, marketing, and operations. Negotiated internally with other departments to deliver aspects of product offerings.
• Oversaw public relations program and acted as spokesperson on several press tours.
• Managed business development effort and coached employees on deal points.
• Oversaw the acquisition of Cidco via a tender offer.
• Directly handled the acquisition of OmniSky via a 363-bankruptcy proceeding.

Results:

• Launched first product on Blackberry devices in December 2000.
• Launched Motorola T900 based product in April 2001.
• Launched RIM browser incremental service in July 2001.
• Launched Palm and Pocket PC service in February 2002.
• Product offering was recognized as best-in-class by Mobile Computing.
• Grew business to 139,000 customers, generating $8.1 in annual revenue by December 2001.
• Grew business to 195,000 customers on a $45 million revenue run rate by May 2002.