Between story pitches and following editorial calendars, being a part of trends stories is another avenue for gaining media coverage about your company. A trends story tends to be a view from the top of a particular market segment.
In this case, the article is about the IP Multimedia Subsystem (IMS) architecture. Without getting into techno-babble, IMS is an architecture that aims to deliver a raft of IP-based services across any form of IP access network- on the ground or via wireless. You can learn more here on Wikipedia.
The good thing about being part of a trends story is that it makes your company and the person being quoted, part of the trend. And you are written in the context of other industry thought leaders who are collectively leading where an emerging market may be headed.
Keep the concept of being part of contributed stories in the mix of your media outreach strategies.