Nortel Installed Base Campaign Lifts Off in EMEA

Nortel customers are being wooed to upgrade their existing systems to Communication Server 1000 Release 6.0 with a series of targeted offers aimed at helping reduce operational costs, generate incremental revenue and improve their “green” credentials.

The Nortel Installed Base Campaign reaches out to existing Nortel enterprise customers, with 250 or more users, with the aim of getting them to update their existing Meridian 1 and PBX software to the latest version of Nortel’s Communications Server 1000. This new release helps businesses migrate from TDM to web-based unified communications, offering a quicker, cheaper and more practical option than ripping and replacing.

For most of these customers the campaign provides the opportunity to gain immediate business benefits and capabilities such as One Number Mobility, Unified Messaging, In-Building Mobility and flexible working.

Operational benefits include cost savings and improved efficiencies, infrastructure simplification and consolidation and the opportunity to up their “green” credentials with green IT. For example, routing mobile calls through the business network can provide up to 42% cost-savings for sales and 90% for commuters.

The new release secures business continuity, innovation and new capabilities to increase employee productivity, for example with support tools for flexible working and hot desking. Staff can work collaboratively wherever they are on the WAN or LAN saving time and money and improving productivity by 14%.

The campaign’s premise is supported by third-party industry comment on the cost-savings benefits of Communication Server 1000 Release 6.0 in the form of an independent report published by The Tolly Group which is available for downloading.

The Nortel Installed Base Campaign is being rolled out directly and with selected Nortel partners in 11 countries across EMEA. It comprises emails and landing pages, direct mail packs, banners, social media video and telemarketing in many European languages. Nortel partners can simply “pick and mix” campaign elements according to their business needs.

The campaign kicked off in October 2009 with a variety of themes (including a popular helicopter) that highlight the agility, mobility, speed and ease-of-use of the Nortel CS1000. The eye-catching and witty creatives, to tease the interest of customers, include access to a YouTube video so customers can take a peek at what they will receive on responding to the campaign offer. Early results of the campaign indicate a smooth lift-off with responses coming in at above the industry benchmarking (open rate of 30% for eDMs.).

“With this campaign our loyal installed base of voice customers now has a major opportunity for cost-effectively upgrading and expanding their systems to support new business,” said François Lançon, Enterprise Leader, EMEA/Asia, Nortel.

“This is the biggest integrated campaign ever executed with channel partners across EMEA and Asia,” said Lutz Klaus, EurAsia Marketing Leader, Nortel. “We are very excited to offer customers the ability to upgrade to Communication Server 1000 Release 6.0 at a cost-effective price. And, I am particularly pleased about the partner feedback on the newly introduced eBusiness guided selling.” approach and the impressive energy shown by our Nortel partners for making this campaign a great success.”

“The Nortel campaign is really well done and takes into account all the options that regions and countries might need,” said René Toggweiler, Product Manager, Swisscom. “The personalized Web Page with all active Nortel-Systems as well as Upgrade Options is a totally new and systematic approach to generating new business. As a Nortel Partner we also benefit from a Configurator Tool preconfigured with personalized quotes based on our customers’ unique system identifications. Nortel Telemarketing is also available to provide support for following up with non responders. To date we are very impressed with the customer feedback and the additional business we have generated.”