For the forward-thinking drilling professional, Ulterra is the trusted partner that relentlessly provides innovative drilling solutions.For the forward-thinking drilling professional...The target audience is who we are talking to and is defined by the mindset of our customers and prospects. To have an effective position in the market, we must clearly understand our audience’s needs and what motivates their decisions. Our audience is the forward-thinking drilling professional (drilling engineers, directional drillers, consultants and senior executives) who see themselves as knowledgeable individuals in their field. We recognize we are looking for a particular customer: one who is forward-thinking. Our customer considers the impact on today’s well and tomorrow’s economic opportunity. ...Ulterra is the trusted partner...Here we define Ulterra as the trusted partner. We have specifically avoided narrowing the nature of our business to a supplier. Instead we have positioned Ulterra as a trusted partner committed to a long-term, mutually beneficial relationship....That relentlessly provides innovative drilling solutions.This portion of the brand position defines our most unique benefit in comparison to other companies. In short, it is what we do better than anyone else. Being relentless is in our DNA. We are unyielding in our pursuit to lead our industry. This commitment has created an organizational culture focused on excelling in understanding our customer’s needs and manufacturing (or developing) the most innovative drilling solutions in the marketplace.