Cisco Unified Communications

Unifying products to create a powerful integrated solution & brand

  • Brand, Positioning, Naming, Identity & Product Strategy

    Brand, Positioning, Naming, Identity & Product Strategy

  • Product Strategy

    Product Strategy

  • Product Family Naming

    Product Family Naming

  • Testimonial: Rick Moran, Senior Vice President, Cisco Unified Communications

    Testimonial: Rick Moran, Senior Vice President, Cisco Unified Communications

    Our Work

    Situation & Challenge

    Cisco has effectively built the network infrastructure for the Internet with its routing and switching products and has maintained the dominant market position throughout its history. As the company sought growth opportunities, it targeted the Voice-Over-Internet Protocol (VOIP) market and established its Internet Protocol Communications (IPC) group in the mid-1990s.

    By 2004, Cisco’s product line had grown to include multiple business units, many gained through acquisition. This resulted in a range of non-integrated, distinctly named products spanning IP-based PBXs, integrated email and voicemail, web and video conferencing, call center management, and a variety of end-point/phone devices. Despite this swift success, Cisco faced increasing challenges from traditional as well as disruptive technology companies and recognized the need to seize the opportunity to lead the category.

     


     

    Analysis, Solution & Results

    Get the full story behind our partnership with Cisco Unified Communications to drive business growth through a unified product family platform.

     


     

    Related Work & Stories

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    See how we focused Shutterfly’s positioning to drive innovation and distance itself from competitors.

     

    Portfolio