TTI Telecom has launched a two month ‘next-generation' video campaign to promote its brand ahead of an important exhibition in May.

The Israel-based global supplier of operations support systems (OSS) to communication service providers has released three clips created by White Rabbit Interactive. The spots will focus on a variety of ‘next-generation' services such as VoIP, IPTV and mobile 3G interactive, reaching audiences in both fixed and mobile sectors.

The launch will seed the light-hearted videos to ‘next generation platforms' such as YouTube, Metacafe, Blip.tv and Twitter, explains Yaron Eisenstein, marketing director of TTI: "We are concentrating on viral as our research shows that our audience is mostly on the internet."

The campaign - which will lead with the slogan: ‘Some say it's manageable. We manage' - will target wireline operators such as BT, and wireless operators such as O2 and T-mobile.

TTI are launching the adverts as part of its build-up to the ‘biggest industry event of the year', the Management World 2009 exhibition in Nice, France - which 685 companies are expected to attend.

Although the OSS firm does business all over the globe, the focus of this campaign will be Europe, North America, Japan and China - as these are the regions where the company feels expansion is most likely.

"In the last few years telecom operators have launched next-generation services over the IP infrastructures they built. Back then, these services weren't perceived as reliable and could not deliver the high-quality services people expected," adds Eisenstein.

"Today, these technologies are far more stable and the NG services are much more reliable. TTI Telecom is now ready to provide the management software for the telecom operators."

"This targeting strategy could be seen by some as being risky, but we are not doing a B2C campaign - it is not aimed at the ‘long tail' of the market."

TTI are one of the largest independent OSS companies - with clients such as France Telecom, Reliance and Bell Canada - in the service assurance sector, and will be lining up against firms with the backing of big players such as IBM and HP.

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