Cisco Unified Communications
Positioning, Naming & Product Integration
Cisco Systems effectively built the network infrastructure of the Internet with its routing and switching products and has maintained a dominant market position. 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 encompassing IP-based PBX’s, integrated e-mail and voice mail, web & video conferencing, call center, and a variety of end-point devices (i.e. phones). Despite this swift success, however, Cisco IPC had yet to develop an integrated business, positioning, naming, and messaging strategy to link the distinct offerings.
By all counts Cisco was the dominant player in the IPC space, while its chief rivals, Avaya and Nortel Networks, held the lead within the legacy (voice-based) communications market.
In developing Cisco’s positioning and messaging strategy, brandadvisors determined that Cisco could be far more effective than its competitors whose development was fragmented between legacy systems and new IP based solutions.
Cisco’s respected management team, $20 billion cash reserves, and zero debt reinforced customer confidence in the company’s viability.
brandadvisors leveraged these collective advantages as the foundation for the “Move forward together with Cisco IPC” positioning strategy, which reinforced the company’s commitment to helping customers achieve great productivity and financial gains through the most powerful suite of integrated communications products available.
A comprehensive messaging platform brought cohesiveness across IPC businesses and offerings. Finally, a new name, Cisco Unified Communications, better described the integrated suite of products and reinforces the seamless solution.