Mitel (Nasdaq:MITL) (TSX:MNW), a leading provider of cloud- and premises-based unified communications software solutions, has introduced a new product naming architecture based on the straightforward language customers use to identify and discuss solutions. The new architecture takes a customer-driven approach designed to align with customer needs and buying behaviour.
“Customers don't speak R&D and they don't like confusing alphabet soup acronyms. Using simple terms and plain English, they are able to describe their business needs clearly. Taking inspiration from that, we are simplifying our product naming to help customers quickly understand our fit and value to their business," said Martyn Etherington, chief marketing officer for Mitel.
The new product naming architecture puts an emphasis on Mitel's three core solution areas with distinct product segments, which include:
* MiCollab brings together Mitel's Unified Communications and Collaborations offering, including products previously called the UCA, MCA and NuPoint.
* MiVoice organises voice platforms and phones including Mitel Communication Director (MCD) and Mitel 5300 IP Phones.
* MiContactCenter comprises Mitel's contact centre technologies.
This tightly aligns to MiCloud, Mitel's cloud-based offering for a streamlined migration to the public, private or hybrid cloud with optimised solutions. The new product naming has proven popular among end-user customers, business partners and key industry analysts in early testing.
"This is a quantum leap for Mitel and could be a model for the IT industry in general, which gets bogged down in tech jargon and insider talk rather than communicating with customers in clear terms. The new naming architecture introduces a simplicity that quickly enables more intuitive customer discussions," said Andy Bull, MD of Mitel South Africa.
In addition to providing end-user customers with solution clarity, Mitel's product names aim to increase awareness and a deeper understanding of Mitel's overall product offering among its business and channel partner ecosystem to help them sell more Mitel solutions.