Word Usage Guide copy page link

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Solutions vs. routers and adapters vs. products

At the very top of the sales funnel…

FACT: Today, Cradlepoint sells wireless edge solutions.

Once we’ve introduced the idea of our solutions around certain scenarios and verticals, and during the subsequent stages in the sales funnel…

FACT: Today, Cradlepoint sells wireless edge routers and adapters.

FACT: Cradlepoint sells products that are used in solutions.

Routers and adapters vs. endpoints

In the first couple stages of the sales funnel, say Cradlepoint provides “routers and adapters.”

• — Why? We want our audiences to have a clear understanding of what we provide from the very beginning of their journey with us.

As we transition our audiences to product-specific pages or content, it is acceptable to explain that Cradlepoint provides “endpoints” that include “routers and adapters.” “Endpoints” can only be used to describe the full scope of our hardware, and only when concision is particularly important.

• — Why? We want to avoid confusion about how we define endpoints. Only once we establish what Cradlepoint does, and once we explain what we mean by “endpoints,” do we want to use that term.

Refer to “IoT routers” instead of “IoT gateways” in most references.

• — Why? We want to highlight that our IoT endpoints are more than just gateways; they feature routing functionality.

FACT: Cradlepoint’s NetCloud Service is delivered through a variety of endpoints, including routers, adapters, and APs.

Wireless WAN

[ DEFINITION ]: An organization that deploys cellular edge networking as essential WAN infrastructure (in either branch, mobile, or IoT use cases) is operating a Wireless WAN.

Examples:

NOTE 1: The use of the term “wireless” should be accompanied with some type of modifier to ensure that it does not get confused with Wi-Fi or mobile phones. “Wireless” when used with “WAN” is sufficiently differentiated and not to be confused with Wi-Fi (wireless LAN) or phones.

Examples:

NOTE 2: The term “Wireless WAN” can be used to describe the cellular edge networking category but should not be used to describe narrow use cases where the term “WAN” is not commonly used.

Examples:

Acceptable synonyms for ‘LTE and 5G’

Instead of writing “LTE and 5G solutions” in every instance where both types of cellular technologies are being referenced, you can use these acceptable synonyms to provide variety:

“wireless broadband” (acceptable when writing about any of the four segments)

Example:

Only use the word “wireless” along with an appropriate qualifying term or within a title or sentence that makes it clear we are referring to LTE and 5G, not Wi-Fi. Why? Because most professionals within the tech industry assume “wireless” refers to Wi-Fi.

Examples Titles:

Private cellular network (and related terms and products)

Private cellular networks is the umbrella term for private LTE and private 5G. When we discuss both private LTE and private 5G together at a high level, we use the term private cellular networks.

• — Ericsson Private Networks is Ericsson’s umbrella category for its two branded private cellular solution sets, NetCloud Private Networks and Ericsson Private 5G (formerly known as Dedicated Networks).
• — Cradlepoint NetCloud Private Networks is a complete subscription package tailored to IT environments with everything they need to build and operate a private cellular network with cloud-native operations, scalability, plug-and-play deployment, and zero-trust access.
• — Cradlepoint Private Network Endpoints: Cradlepoint provides a comprehensive selection of compatible cellular-enabled endpoints that allow customers to connect non-native devices to a NetCloud or EP5G private network. From IoT to vehicle and site use cases, Cradlepoint endpoints are purpose-built and provide unified edge security; Cellular Intelligence; container-based edge computing; and Ethernet, Wi-Fi, Bluetooth, serial, and GPIO connectivity.

The term “private network” means many different things to IT professionals and network admins. It’s general enough that potential private cellular networking customers won’t automatically know what we mean when we say “NetCloud Private Networks.” Because of this as well as our extensive SEO research, we will use terms such as “private cellular networks,” “private LTE,” and “private 5G” in marketing content. We will reserve the terms “NetCloud Private Network” and “private network” for the point in the customer journey where we specifically introduce the Cradlepoint solution.

Examples of usage and capitalization:

Fixed Wireless Access

Fixed Wireless Access (FWA) is a term commonly used by network operators/carriers to describe the 5G services they offer for last-mile connectivity as an alternative to leased-line wired Internet access, particularly for small businesses.

Cradlepoint usually reserves the term FWA for situations where:

• Carriers are the main audience.
• Cradlepoint is providing carrier enablement content that carriers will use and/or promote. A joint webinar is a good example of this.
• Cradlepoint’s enterprise customers do not use this term very often, so we do not use it very often in marketing content. When we do use this term, we do so with the understanding that Wireless WAN solutions leverage FWA.

Example:

Enterprise

Use the term “enterprise” instead of “commercial” or “business” when referencing Cradlepoint’s customers outside the public sector space.

Enterprise encompasses both large and SMB customers.

Centralized network management vs. remote network management

When referencing the capabilities of NetCloud Manager, it is preferable to use “centralized management” instead of “remote management.”

Why?

• — Remotely managing = this is what our Remote Connect feature does, ability to access a remote endpoint and manage it.
• — Centrally managing = this means you can manage a distributed network from a centralized location.

“Centralized management” is a better, more diverse story.

FACT: Cradlepoint-delivered Wireless WANs are centrally managed from anywhere.

Elastic Edge

[ DEFINITION ]: “Elastic Edge” is a high-level company vision, not a solution or product. Elastic Edge is the label that Cradlepoint uses for its next-generation enterprise WAN vision, and it represents a strategic brand asset. As such, use it precisely and sparingly.

Context: A number of vendors have a label for their approach to next-generation, software-defined WANs. For example, Cisco has iWAN and Viptela uses the label Secure Extensible Network (SEN).

The first instance of Elastic Edge^TM in copy must have the TM unless it is in the title (H1) or subtitle (H2). Only use the Elastic Edge trademark in the first instance in the copy; every subsequent instance will only need to be capitalized.

FACT: Cradlepoint’s Elastic Edge vision provides a blueprint for next-generation edge networks that deliver pervasive broadband connectivity, cloud-like agility, and software extensibility — all while ensuring enterprise-class visibility, security, and control.