Rambus spent over $11M last quarter on lawyers in an effort to move its patent infringement litigation forward. How much did Rambus spend on public relations, sales and marketing? I don’t know, do you?
What does the brand name “Rambus” conjure? It that a good impression? Does that impression increase sales, market penetration, and customer loyalty?
Should Rambus send flowers? Perhaps . . . what sort of press would Rambus get if it sent flowers to the top 1000 decision makers in the markets Rambus would like to place its intellectual property? Would that create a positive buzz? Would some appointments be set? Would a license agreement or two result? I don’t know – but I am guessing that Rambus will benefit from increasing its public relations, sales and marketing budget.
I do not advocate Rambus giving one inch in its litigation currently on file. I am in favor of Rambus signing either Micron or Hynix to a fair and profitable license agreement. First come, first served. The second in line – simply no license. Retribution and pay back. Just the thought feels oh so good.
At the end of the day, I care more about the bottom line than retribution. Not the bottom line quarter two, 2005. Not the bottom line quarter two, 2006. I care about the bottom line quarter two, 2008. I care even more about the bottom line quarter two, 2010.
Rambus needs to connect with people, to be cool, to give a damn about helping its customers make money. It needs to design beautiful things we never even knew we needed. It needs a vision that doesn’t include courtrooms and a pack of lawyers.
That vision will not be found in the $11M budget for lawyers.
Public relations, marketing and sales . . . . that is the ticket.
Perhaps the Basket of Blossoms? I bet they would give Rambus a volume discount.
Hat tip to bandchannel.com for the inspiring article about brand loyalty.
Hat tip Rambus for announcing during its first quarter earning call that it was increasing sales & marketing.
Sunday, April 17, 2005
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2 comments:
Your editorial is most timely and on point.
Rambus may consider the $11M budget for lawyers a necessary and indispensable expense for its survival. However, Rambus must tell its lawyers to produce better results and minimize, if not avoid, making crucial mistakes such as those I have pointed out in my guest editorials here on Treowth. And, more importantly, Rambus lawyers should be more aggressive and present a killer instinct in dealing with the opponents.
Rambus should immediately hire a marketing, public relations and legal STRATEGIST to advise the Board of Directors. There remains a deep void in these areas.
I agree that Rambus believes the $11M is necessary . . . and at this juncture, it might even be the best use of the funds to spend it on lawyers . . . I agree that "what lawyers" remains a question.
Rambus has a lot of money in the bank . . . every day that passes is lost opportunity . . . maybe Rambus should double or triple or even more its budget for sales and marketing . . .
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