It's never easy for any company to get their voice heard when an extraordinary global event is dominating the news. However, despite the fact that so much of March's news coverage was devoted to Covid-19, 424 of the 941 technology companies that Apollo Research follows increased their coverage when compared to the previous month (February).
The biggest winner by far, both in terms of volume of coverage and month-on-month increase was Zoom as the world embraced its video conferencing platform.
The chart shows the top twenty companies and the percentage with which their press coverage increased between February and March 2020.
As the Covid-19 pandemic took hold, one of the companies positioned at the right place at the right time was Zoom. Keen to maintain communication with friends and colleagues, people downloaded Zoom in droves. The coverage was largely positive, with plenty of references to how the product was being used such as politicians holding important meetings and football teams holding training sessions. There was also a glut of user advice articles explaining how to use the service. There was some less favourable coverage concerning security and privacy, although taken as a whole the press team at Zoom will be delighted with their coverage in March.
Zendesk's coverage in March was driven by three main stories. It announced changes to its product line-up by expanding its Support Suite and Sunshine CRM platform whilst at the same time launching its Sales Suite. It also published its 'Annual State of Messaging' report and then announced its partnership with TCS to build enterprise CRM solutions.
As people adjust to being at home for extended periods the press was full of suggestions on how we can use our time more productively and online learning companies, such as Coursera, benefited from this coverage. The fact that the most popular free course on its platform was on the coronavirus, raised a lot of interest.
LogMeIn 's response to the Covid-19 crisis was to offer free "Emergency Remote Work Kits". This was the story that gave them the most traction in March.
Mellanox had two main stories: the acquisition of Titan IC and the launch of a range of new ethernet switches.
Zoho's month got off to a troublesome start as a critical zero-day vulnerability was found in Zoho Enterprise. However, the coverage became more favourable when it launched its " Small Business Emergency Subscription Assistance Program" to help SMEs during the Covid-19 crisis. The month finished in the courtroom as it took on Freshworks for trade secret violations.
A partnership with a technology giant always guarantees interest from the press, and the announcement of a strategic partnership with Google Cloud certainly boosted T-Systems coverage.
Similarly to Zoom, Slack's coverage benefited from the lock-down with plenty of 'user advice' articles. But the main story for them was a major redesign to make the use of their system easier for non-tech users.
The month for Hitachi Vantara was dominated by two acquisitions: Containership and Waterline Data.
March was all about product for Xilinx who launched its Alveo U25 SmartNIC platform and then Versal Premium, an addition to its ACAP platfom. One of its biggest stories was when Renesas announced new PMIC designs for Xilinx products.
Rubrik's coverage came mainly from senior management changes as it appointed Dan Rogers as its new President and Jamie Humphrey as the new country manager in Australia and New Zealand.
Similarly to Rubrik, most of Acronis' coverage came from appointments: a new chairman, a new head of cyber protection research and a new APAC boss.
Supermicro announced their new 'Pole Server' as well as expanding SAP Hana solutions for VMware HCI.
Like Zoom, Slack and LogMeIn, Trello were another company that were positioned well in the 'work from home' sector.
The biggest story for Honeywell - in March were their plans to launch 'the world's best' quantum computer.
Rackspace -'s main story for the month was their increased investment across EMEA.
That's the round-up for the month. If you would like to know more then follow the links to the companies in this post to see a dedicated analysis of their press coverage: Acronis, BMC Software, Coursera, Hitachi Vantara, Honeywell, LogMeIn, Mellanox Technologies, Panda Security, Rackspace, Rubrik, Slack Technologies, Supermicro, Thoma Bravo, Trello, T-Systems, WatchGuard Technologies, Xilinx, Zendesk, Zoho, Zoom Video Communications, Zoom Video Communications