Cisco Unified Communications

Unifying products to create a powerful integrated solution & brand

  • Product Family Naming

  • Brand, Positioning, Naming, Identity & Product Strategy

  • Testimonial: Rick Moran, Senior Vice President, Cisco Unified Communications

    Read the entire case study

  • Product Strategy

Our Work

Situation & Challenge

Cisco has effectively built the network infrastructure for the Internet with its routing and switching products and has maintained the dominant market position throughout its history. As the company sought growth opportunities, it targeted the Voice-Over-Internet Protocol (VOIP) market and established its Internet Protocol Communications (IPC) group in the mid-1990s.

By 2004, Cisco’s product line had grown to include multiple business units, many gained through acquisition. This resulted in a range of non-integrated, distinctly named products spanning IP-based PBXs, integrated email and voicemail, web and video conferencing, call center management, and a variety of end-point/phone devices. Despite this swift success, Cisco faced increasing challenges from traditional as well as disruptive technology companies and recognized the need to seize the opportunity to lead the category.

Analysis, Solution & Results

Get the full story behind our partnership with Cisco Unified Communications to drive business growth through a unified product family platform.

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