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Avaya establishes position as a leader in IP telephony

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Jocelyne Attal
Title: Chief marketing officer
Company: Avaya
Years in current job: since May 2004
Quote: “We identified ourselves to a broader business audience, and we helped define the parameters and
possibilities of IP telephony.”


Avaya has a long history of brand strength, being spun out from under the brand powerhouses of AT&T and then Lucent Technologies. However, it is still a "newbie" itself with only four years of marketing under the Avaya name.

Its initial marketing initiatives focused mainly on building brand recognition and grabbing a foothold in customers' minds. But this year, under newly named CMO Jocelyne Attal, Avaya took a two-pronged approach in marketing advertising and extended beyond just building up its brand to work on establishing and clarifying its position as a leader in IP telephony.

With VoIP getting so much media attention in 2004, Avaya took a leadership role in helping define the technology and its uses. "In four years, Avaya has moved from being a new-name competitor to a leader in the cutting-edge world of IP telephony," Attal said.

The company won an Effie for its IP telephony ad campaign and is ranked as a market leader in the sector by such analyst firms as Gartner Group and Frost & Sullivan. Marketing initiatives in 2004 included traditional TV and print advertising, as well as customer events, industry analyst meetings, media events, public relations, Web seminars and direct marketing. This was also the first year that Avaya put into place integrated marketing teams that used advertising, direct, the Web and public relations to focus solely on generating qualified leads in certain targeted areas.

Still, Attal sees marketing challenges ahead. "[We will need] to remind business customers how important voice is to their operations," she said. "Some people think voice is only a telephone call. It is more than that, and it can be integrated into every part of a company's operations. We have to tell our customers that through all facets of the marketing mix."

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