Mellanox’s Messaging Resonance Not Key to Success

July, 2015

Mellanox Technologies is a typical Israeli-based firm in the datacom/telecom space in that it excels at technology development, but not necessarily from a marketing/sales perspective. While the vendor has expanded internationally and has its second headquarters in the US (including several of the top CXOs), which is potentially helpful to corporate communications, it appears that much of the culture still reflects Yokneam rather than Sunnyvale. Nonetheless, although getting its fair share of appreciation for its technical strengths may at times be problematic for Mellanox, its rather consistently positive financial performance as well as its impressive installed base of customers speak volumes – and when the supplier happens to place an emphasis in its messaging in a potentially questionable way, insufficient outside attention may actually be quite beneficial. A good illustration of...

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