Getting the Word Out About Nortel
Location: Ottawa, Canada
In recent months, many of you have commented on or asked questions about our marketing efforts, believing perhaps that we were not marketing our technology as aggressively as our competitors, and concerned that we were losing mind share opportunity.

Nortel Technical Journal
I will ask Lauren Flaherty, our Chief Marketing Officer, to do a post in the future to give you some insights into our progress in this area (which is impressive), but today I wanted to draw your attention to just two specific initiatives: one, the launch of our new advertising campaign and the other, the current issue of the Nortel Technical Journal.
New Advertising Campaign
About a month ago, Nortel launched a new global advertising campaign, beginning with CNN, but that also includes print and on-line advertising. It’s targeted at telling key decision-makers about our innovative technology or offers in the areas of optical transport, telepresence, 4G, unified communications, and carrier Ethernet/PBT.
I have included YouTube links to the ads (below) for your viewing pleasure. The ads do a good job of associating Nortel’s innovative technology with our philosophy of using that technology to make business simple. As I’ve talked about in other posts, our technology is about creating a better future for IT and telecom not just a different one. As a few examples (and what comes out in the ads)...
- Our 40Gig Optical systems can operate over fiber plant that is already in the ground. No one else does this. So, with Nortel’s technology, capital cost and time to deploy 40G is substantially less than competitors’ offerings. This also makes scaling the core of telecom and the Internet simple. We’re doing the same with 100Gig.
- Our PBT solutions have a proven CAPEX and OPEX savings over MPLS in the metro area of over 50% each. This means you can scale the network but also drive cost and complexity out of the system - the essence of simple in my view.
- Our Unified Communications solutions allow a linkage between telecom and IT systems that has never existed. The idea of being able to go from an information application to a communications experience within the same environment saves huge time and cost, and significantly improves productivity. Being able to find the people you need, connect to them in the best way and essentially automate much of the complexity of communication makes business simple.
- The same story can be told for the new immersive experience of telepresence that keeps you in the office but able to have a face-to-face experience with others around the globe.
- And, the seamless mobile experience of the new 4G wireless world makes our connectedness a pleasantly productive experience rather than a burden. All helping simplify our technical experience and lives.
It’s good to see this kind of public visibility for our technology innovation and its connection with a theme such as simplicity.
Here are the video ads (on YouTube)
Nortel Technical Journal
For those more interested in the details of the technology, I encourage you to take some time to read the latest issue of the Nortel Technical Journal. The articles are written by some of our key technology people who are making a difference in Nortel and in the industry. The articles talk to Nortel’s value prop in a number of areas and provide the technical depth that I think many of you are looking for.
One of the articles focuses on some of the key technologies being developed by our Wireless Technology Lab to change the economics of wireless access. This team has been leading the way in wireless for years. Another looks at PLSB (Provider Link State Bridging), which builds on our PBT innovation and will make it possible for carriers to deploy much larger and simpler pure-Ethernet infrastructures than previously thought possible. Other articles talk about our work in leveraging SOA and Web Services to communications-enable applications and processes and in developing “building blocks” that can be combined and orchestrated to quickly provide customized solutions for our customers. There’s also an intro from me that talks at a summary level about where we’re focusing our R&D efforts.
The videos and the Tech Journal are just two of many initiatives underway to help get the message out about our technology and how it’s being used/applied to change the industry and the end-user experience.
Let me know what you think.
Older: 
[…] simple Posted by Brad Reese - March 12, 2008 on 3:59 am | In Networking | In his most recent blog entry, John Roese - Nortel CTO, blogs about how Nortel is seeking mind share by using technology to make […]
March 13th, 2008 at 5:29 pm from Nortel CTO seeks mind share by using technology to make business simple | WCZone Web Design! | Akron Ohio Website Design - Akron Web Development, Cleveland Web Design, Business Website,Web Programming, Akron, Summit County - Services Cuyahoga Falls Websit
[…] and the progress we’ve made to date on the transformation (which I wrote about in the last post). But, yes, the stock price is down for Nortel, as it is with every one of our competitors. Tech is […]
March 13th, 2008 at 6:46 pm from John Roese’s Blog » Blog Archive » Comments on Your Comments