The Telecom Infra Project (TIP) is a global community owned by Meta, a visionary technology company dedicated to connecting the world and driving innovation. With a bold mission to bring people closer together and break down barriers, Meta is leading the charge in shaping the future of communication and connectivity. TIP, as a part of Meta’s expansive ecosystem, plays a pivotal role in advancing global connectivity solutions and laying the groundwork for the transformative era of Web 3.0.

At Meta, the vision extends far beyond conventional communication paradigms. The company aims to create a metaverse, a digital realm where people can connect, interact, and explore in unprecedented ways. This ambitious undertaking requires a solid infrastructure foundation, and TIP, with its community of industry giants and partners, acts as the driving force behind developing open, disaggregated, and standards-based solutions that enable high-quality connectivity worldwide.

By fostering collaboration among influential brands such as Intel, Dell, Deutsche Telekom, Telefonica, Vodafone, and BT, Meta and TIP are leading the charge in revolutionizing the telecommunications landscape. Their collective efforts aim to bridge the digital divide, empower underserved communities, and fuel economic growth by ensuring that connectivity becomes a fundamental right for all.

This visionary approach sets the stage for the emergence of Web 3.0, a new paradigm that encompasses decentralized technologies, blockchain, and immersive experiences. As Meta continues to pioneer advancements in virtual reality, augmented reality, and mixed reality, TIP’s role becomes even more crucial. The community labs fostered by TIP serve as innovation hubs, where groundbreaking solutions are developed, tested, and deployed to create a seamless transition into the metaverse.

By working hand in hand with Meta and its partners, HdE AGENCY had the privilege to be part of this transformative journey. Our expertise and strategic guidance helped Meta and TIP in formulating a comprehensive global go-to-market strategy that drives adoption, encourages collaboration, and paves the way for a connected, immersive future. As Meta’s vision of the metaverse takes shape, TIP’s relentless pursuit of open and standards-based solutions ensures that the infrastructure supporting this digital frontier is robust, scalable, and accessible to all.

Together, Meta, TIP, and HdE AGENCY are propelling the world towards a future where connectivity knows no boundaries, where people can seamlessly traverse the digital realm, and where innovation and collaboration thrive. By driving global connectivity solutions, advancing Web 3.0 principles, and supporting Meta’s move into the metaverse, we are collectively laying the foundation for a future where technology enhances human connection, empowers creativity, and unlocks boundless opportunities for individuals and communities worldwide.

Meta, alongside its partners within the Telecom Infra Project (TIP), recognised the pressing need for a clear, cohesive, and scalable global go-to-market (GTM) strategy. The goal was to establish and strengthen connections between TIP, industry providers, and government stakeholders across North America, South America, APAC, and Africa. The primary objective was to encourage the adoption of new TIP Community Labs, which would drive the development, testing, and deployment of open, disaggregated, and standards-based solutions.

To achieve this, Meta and TIP faced several challenges:

• Develop a Global Go-To-Market Strategy: Meta and TIP required a comprehensive GTM strategy that encompassed multiple regions and markets. This strategy needed to identify target audiences, establish meaningful partnerships, and create a unified approach to promote TIP Community Labs. The aim was to accelerate the adoption of innovative connectivity solutions and foster collaboration within the telecom industry.
• Develop Marketing & Communications Strategy: With a broad vision and ambitious goals, Meta and TIP needed a well-defined marketing and communications strategy to effectively convey their mission, objectives, and value proposition to diverse stakeholders. This strategy had to align with the unique characteristics of each target market and leverage appropriate channels to maximise reach and engagement.
• Internal Marketing & Communications Audit: To ensure the success of their GTM and marketing efforts, Meta and TIP required an internal audit of their existing marketing and communications practices. This audit would assess the effectiveness of current strategies, identify areas for improvement, and determine the optimal approach for streamlining and optimising internal processes.

HdE AGENCY’s selection for this project was based on our proven track record in developing impactful GTM strategies, our deep understanding of the telecom industry, and our ability to navigate complex global markets. Our expertise in market research, data analysis, and strategic planning made us the ideal partner to address Meta and TIP’s unique challenges.

HdE AGENCY was chosen as Meta’s trusted partner for this ambitious project based on our exceptional expertise in strategic marketing, extensive industry knowledge, and proven track record of delivering impactful results. With a clear understanding of Meta’s mission to connect the world and innovate, we embarked on developing a comprehensive go-to-market strategy that would lay the foundation for Web 3.0 and support Meta’s vision.

To craft this strategy, we conducted extensive research that encompassed traditional market analysis and went beyond to incorporate social listening. By analysing multiple data sources, engaging in stakeholder interviews, and studying research papers and C-suite surveys, we gained profound insights into the telecommunications landscape and identified market demand and opportunities across North America, South America, APAC, and Africa.

Furthermore, our exploration of social media platforms such as Meta, Discord, Twitter, Instagram, and LinkedIn provided real-time sentiments and uncovered the industry’s challenges and aspirations regarding telecommunications infrastructure projects. Armed with this comprehensive understanding, we developed a unified Marketing & Communications strategy that effectively addressed these challenges, engaged key decision-makers, and positioned TIP as a leader in driving open, disaggregated, and standards-based solutions.

Through our expertise in marketing automation and lead scoring, we streamlined the delivery of targeted marketing content through social media, email campaigns, and centralised content management systems. This approach allowed us to nurture prospects and guide them through the decision-making journey until they reached the agreed SQL threshold for further engagement.

Our strategic approach, combined with our in-depth industry knowledge and data-driven insights, positioned Meta and TIP for success in achieving their objectives. By connecting TIP with industry providers and government stakeholders, we paved the way for the adoption of TIP Community Labs, driving innovation, and advancing global connectivity.