How we do it
To show how owned content can work across a business, we’ve built a fictional company: Vernex Networks.
Each scenario shows how one business moment can become a connected set of articles, viewpoints, explainers and proof-led content, giving in-house teams more control over the story.
Vernex Networks
The Network Intelligence Specialists
What does the company do?
Vernex Networks is a network automation software company that helps mobile and fixed operators simplify operations through closed-loop automation and AI-assisted fault management.
What is the company's history?
Vernex Networks is a network automation software company that helps mobile and fixed operators simplify operations through closed-loop automation and AI-assisted fault management.
What is the core product?
Vernex Automate
A single product suite with three modules — all designed to reduce human intervention in network operations.
EventIQ
AI-driven event correlation engine that ingests alarms from multiple OSS/NMS systems and identifies root causes automatically.
- Reduces alarm noise by up to 85%.
- Uses graph-based ML models trained on operator data.
- Integrates with existing OSS vendors.
FlowOps
Workflow automation layer that executes corrective actions automatically once faults are detected.
- Python-based rule templates for repetitive NOC tasks.
- Closed-loop remediation (e.g., restart cell, re-route traffic).
- Built-in approval gates for safety-critical functions.
Insights
Dashboards for engineers and executives, showing mean time to repair (MTTR), alarm frequency, and network health trends.
- Cloud or on-prem deployment.
- REST API for integration with ServiceNow or Jira.
How does the company make money?
Software licensing – Annual subscription per managed network element – 60%
Professional services – Integration, configuration, and training – 25%
Support and maintenance – Yearly contracts for ongoing support – 15%
What are the growth plans?
Next product iteration will integrate LLMs for contextual alarm interpretation, allowing engineers to query “what happened last night in Region X?” in natural language.
By 2028, Vernex aims to be the leading independent automation vendor for mid-tier telecom operators, bridging the gap between manual operations and full self-optimising networks.
CEO: Sarah Vance
Sarah Vance, 44, is a former Big Telecoms Operator UK Operations Director with over 20 years in telecoms and enterprise software. She began her career as a network engineer before moving into operational leadership roles, overseeing large-scale network modernisation and OSS transformation projects across Europe.
CTO: Raj Patel
Raj Patel, 39, holds a PhD in Graph Neural Networks for Fault Prediction in Complex Systems from the University of Cambridge. Before co-founding Vernex, he worked as a senior data scientist at Big Telecoms Vendor, developing predictive maintenance models for transport networks.
Build around the launch
The team is preparing for the launch of its flagship Vernex Automate platform. The announcement will be kicked off with a press release distributed to trade press and media interviews for both Sarah and Raj.
To accompany the traditional outreach to media, the team would also like to utilize social media to have a direct conversation with their potential customers to increase overall awareness through multiple channels and to own greater control of the message
News Article
Press releases are written for journalists not general audiences. To amplify the news over social channels, it must be written for the general audience
Viewpoint
The Executive Viewpoint offers an opinion driven piece to be amplified through the Executive's social media channels, humanizing the brand
Analysis
Instead of focusing on the technical elements of the platform, industry analysis shows the business impact, aligning to the way people think
Keep the story moving
The Vernex team would like to create on-going engagement with end-users to complement the traditional PR. The team has noticed a lull in their analytics between announcements and low levels of brand retention.
The “Always On” conversation will primarily focus on hooking interest through engaging social posts, channeling the audience to the article on the blog, before moving the audience to more commercially orientated content.
A secondary objective is to feature Vertux more regularly on AI search and Chatbot platforms by creating content more aligned to the questions users ask.
Explainer
Audiences regularly ask questions to search platforms. Explainer content ensures Vertux.com content is attractive to the algorithms
Opinion
Opinion articles on current affairs ensure Vertux is present in conversations on social media, and of interest to Chatbots
Analysis
Industry and trend analysis enables Vertux to have a reason to engage audiences without linking directly to corporate news or products
Build executive visibility
Vernex’s CEO and CTO need to be visible, but visibility alone is not the goal. Their content needs to build trust, explain the company’s direction and give audiences a reason to associate the leadership team with the future of the market.
Owned-channel content gives each leader a defined role. The CEO can speak to vision, growth and market direction. The CTO can explain technical change, customer impact and what is coming next.
By building a consistent editorial platform around both leaders, Vernex can move from occasional commentary to a more deliberate executive profile.
Vision
Sets out where the market is heading and gives the executive a clear strategic platform.
Commentary
Responds to major industry moments while keeping the company relevant in live conversations.
Interview
An opportunity to show the thinking behind the strategy in a less formal, conversations format