A significant differentiator for Spectra is the ability to monitor and track a number of diagnostics and historical data points of magnetic tape media. The purpose of the “Intelligent Media” campaign was to create awareness around the feature and help end users understand and make a connection as to the benefits of the tool. The feature was well received by the market and continues to be of the key selling points. The “Tape Without Pain” campaign concept was created to help alter the market perception that tape was an unsafe storage medium. Historically, tape had a rock history of performance and reliability issues and was generally perceived as a poor choice for many storage administrators. However, manufactures had made significant improvements in product quality. Coupled with Spectra’s unique management feature set, tape made a significant resurgence and Spectra was becoming known as the brand leader in the tape storage space.