In a marketplace becoming increasingly flooded with “rugged, durable, tough” mobile computers all claiming to be the most rugged device in existence, we needed to set the record straight: Motorola’s new MC9500 solution is the most rugged and robust mobile computer in the world. What’s more, it was built from scratch specifically for industrial environments. To help set this device apart (and way above the rest), we literally created an “Industrial” category within field mobility. We promoted how only a completely new design, inside and out, would exceed the needs of industrial field workers. Our “We’ve redefined industrial field mobility” integrated global launch made it clear what really makes a device tough and capable enough for industrial us. The MC9500 literally changes the way field workers handle business, make decisions, serve customers and tackle multiple situations on the job. The launch was supported by global, segmented/vertical media and advertising, online activity, video, events and a comprehensive product site. It was Motorola’s most comprehensive and profitable mobile computing launch to date.