Nortel becomes "Nortel Networks"
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Nortel Becomes Nortel Networks
New Brand Defines Company's Business Focus
NEW YORK - Nortel (Northern Telecom) today announced the company is
changing its brand name effective Tuesday September 29 to Nortel Networks
to communicate and reinforce its leadership in providing high-value,
unified network solutions to a diverse and growing base of customers
worldwide.
The new Nortel Networks brand, logo, and corporate identity will be
unveiled Tuesday morning at the company's annual New York Financial
Analysts' conference, hosted by John Roth, vice-chairman and chief
executive officer, and David House, the new president of the corporation.
"The Nortel Networks brand name clearly communicates our strategy of
delivering the industry's broadest portfolio of mission-critical, high-
value network solutions," Roth said. "That's the leadership position we
occupy. We're committed to delivering and expanding a portfolio of
network solutions spanning packet, telephony, wireline, and wireless
networks."
Roth said the company's recent US$9.1 billion merger with Bay Networks
expanded significantly its base of high-speed packet and IP-optimized
network solutions. The merger closed on August 31 when Bay Networks
became a wholly owned subsidiary of Nortel. House, who in addition to his
position as president of Nortel, continues as chief executive of the Bay
Networks line of business, is joining Roth in a newly created Office of
the CEO.
"The Nortel Networks brand name builds on the strengths of the
established Nortel brand," said House. "It also incorporates the critical
IP network expertise and R&D talent Bay Networks brings to the
corporation."
The Nortel Networks logo is a visual signature that embraces a new
graphic look while retaining the familiar, stylized globemark that
represents the company's global reach. The addition of the word
"Networks" reinforces the company's leadership in designing, building,
and integrating mission-critical networks for customers worldwide that
include large and small enterprises, telecommunication companies,
Internet Service Providers, and cable television operators. The big
vertical markets being covered include financial services,
transportation, governments, health care and educational institutions.
"Doing business under the new brand name is a critical element in
communicating our business strategy and reinforcing our identity across
all products and geographic regions," Roth said. "Our brand name change
in 1995 from Northern Telecom to Nortel was a step in that direction.
Nortel Networks clearly says who we are and what we do. We're building on
our established strengths by extending data, voice, and video
applications across traditional enterprise and carrier market segments.
We're broadening our range of market segments and building the business
in two ways: by focusing on growth opportunities in packet, optical and
wireless networks, and by expanding our business with current customers
based on performance, reliability, and new network solutions that help
them move into a new era of networking."
The company will launch a global advertising and communications campaign
Tuesday to establish the new Nortel Networks corporate signature. The
campaign's creative theme is "How The World Shares Ideas." Hill/Holliday
Advertising was selected to capture the capabilities, culture, and esprit
de corps of Nortel Networks in the worldwide campaign.
"The advertising program and new brand name are part of a larger and more
aggressive global marketing campaign," said William (Bill) Conner, the
corporation's new executive vice-president of Global Marketing, and
former president of its Enterprise Data Networks business. "Today, you
have to combine technological prowess with marketing savvy to be a market
leader."
Conner added: "We're delivering a new class of mission-critical networks
that revolutionize the way people work, do business, enjoy entertainment,
and share ideas to create new knowledge. These next-generation networks
unify data and telephony for enterprises and carriers. We'll be talking
to the financial analysts in New York about our capabilities to unify
networks for our customers."
The legal name of the corporation remains Northern Telecom Limited. The
company's common shares are listed on the New York, Toronto, Montreal,
Vancouver, and London stock exchanges. Nortel had 1997 revenues of US
$15.5 billion and Bay Networks, a wholly owned subsidiary of Nortel, had
revenues of US $2.4 billion during its most recent fiscal year. The
combined companies' workforce totals approximately 80,000 employees
worldwide.
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