Canonical selects Wildfire as EMEA PR partner for Ubuntu Core

London, UK, 22 November 2016 – Wildfire, one of the UK’s leading independent technology PR agencies, has been selected by open source software giant Canonical to promote Ubuntu Core, following a competitive pitch. Wildfire will be positioning Ubuntu Core as the answer to the security challenges for the Internet of Things (IoT), robotics and embedded devices.

Wildfire will be responsible for building awareness and credibility for Ubuntu Core across the UK and mainland Europe, and supporting its presence at major industry events in 2017, including MWC and Embedded World.

Ubuntu Core is an extremely compact version of the Ubuntu operating system, architected from the ground up to address the unique security and development needs of the IoT. Wildfire’s remit is to raise awareness of the benefits of this platform to developers and businesses as IoT moves into the mainstream.

“Wildfire has demonstrated the agency has the right combination of experience and knowledge in the electronics and embedded technologies sectors to address both developers and businesses. We want to establish Ubuntu Core as the de facto platform, from IoT to self-driving cars,” commented Thibaut Rouffineau, Head of Devices Marketing at Canonical. “The team’s enthusiasm for our technology and creative approach to engaging with target audiences makes them a great PR partner for Canonical.”

“Security and interoperability are the two key issues plaguing the future of the Internet of Things,” commented Debby Penton, managing director of Wildfire. “Security, in particular, is top-of-mind for many device manufacturers following recent, high profile exploitations of IoT devices, such as the Mirai botnet. Ubuntu Core presents an elegant solution for device manufacturers looking to secure and future proof their products. We’re looking forward to building awareness and bringing us all one step closer to the promised benefits of a connected future.”