For its initial soft launch: Build credibility with industry analysts, vertical media, potential partners and customers. Help establish a corporate and product identity. Generate media coverage (pre-show and from the show) in HVAC segment ASAP. Prepare the company for a product launch of the FieldCentrix Enterprise. For the launch of FX Central: Build credibility with key industry analysts, business and horizontal IT media. Revise the product focus. Generate media coverage in a broad range of technical trade, business and online media segments ASAP. Prepare the company for a product launch of FX Central. Establish key executives as industry experts in the area of wireless ASPs.