Nortel is taking the SMB market head on with a new marketing campaign, new solutions set and a new set of training and demand-generation initiatives for its indirect sales partners.
Nortels new My Business campaign will debut in mid-May and addresses the challenges faced by todays SMB customers, which have the same business needs as larger enterprises but more limited resources. All of the messaging is about the value proposition, focusing on the SMBs business, not telephony and IT infrastructure, said Net Payne, vice president of North American marketing for Nortel. Its all about their profitability.
The initiative is an extension of a strategy introduced in August 2006 to reach SMBs.
My Business is not only a slogan but packages that integrate voice, data, mobility and unified messaging capabilities built specifically for SMBs. These packages are based on the BCM50 in four-, 10- and 20-user versions; the 30-user BCM 200; and the 50-user BCM400. On top of that, Nortel adds LAN/WAN kits that include a secure router, Ethernet switch and wireless access point. Optional VPN and enterprise-class router are available. A VoIP gateway option also is available to help users migrate from TDM to IP. Packages also can include Nortel-provided installation, operations, administration, maintenance and technical support services.
This is focused on four to 60 users, said Payne. Weve chosen that sweet spot because above that level, the deployments end up being a custom solution.
Nortels My Business solutions are being implemented by AT&T Inc. as part of its Flexible Reach service.
To aid its channel partners in selling My Business, Nortel will release in mid-May an end-to-end sales-enablement tool built on its Coach Tool, which was first introduced in 2003 as a product sales guide. Since then, Nortel has added modules for selling across vertical markets and decision-makers as well as an ROI calculator. With the todays announcement, Nortel is adding a solutions builder module that creates the My Business packages and integration with its quoting and ordering systems.
Payne said dealers get a 25 percent discount on the gear plus financial incentives to tie in the data services. There is no extra spiff on professional services, but dealers can keep or pass on manufacturer rebates for installation and maintenance services.
Partners also have access to a campaign-in-a-box program that includes advertising and lead-generation, training and road shows and a SMB Blitz Day.
Nortels SMB Solutions www.nortel.com/mybusiness
Nortel information www.nortel.com
AT&T Inc. www.att.com