"The Nortel simplified brand architecture proves they are listening to customers who want to make doing business easier. This new approach is outside-in, meaning customers will no longer have to sort through a myriad of brands to locate the right products. This also enables Nortel to better position themselves as a leader in convergence by removing barriers caused by product portfolio brands." - Jim Slaby, Senior Analyst - Enterprise Infrastructure at The Yankee Group Compatible Products Comments or Feedback Nortel Brand Simplification Initiative (47 KB)

Nortel will be transitioning to new names for many of its products over the course of 2004.

This transition will simplify product naming to make it easier for customers to understand Nortel product and services portfolio. With the exception of the DMS, Meridian and Norstar portfolios, Nortel technologies will be identified in the future by their functions rather than by their current coined trade brands. For example, "Shasta 5000 Broadband Service Node" will become "Nortel Services Edge Router 5500."

Transition to the new names in Nortel marketing materials, websites and the products themselves will be accomplished in phases. During this transition period, Nortel will not eliminate use of the old names, but will lead with the new names and then reference the old names in subtext -- e.g. "Nortel Services Edge Router 5500 (formerly known as Shasta 5000 BSN)." We plan to apply the new name to the product itself at the next major release (defined as a point release or greater - generally not in maintenance releases). Both the new and the formerly known as name will be searchable throughout all nortelnetworks.com web sites.

• Product Naming Reference Guide
• FAQs

Formerly known as	New Name	More Info	Date
Alteon Portfolio	Nortel Application Switch, SSL Acceleration and Switched Firewall Portfolios	Alteon Bulletin	Dec-04
BayRS Router Portfolio	Nortel Multiprotocol Router Portfolio	BayRS Bulletin	Dec-04
BayStack Portfolio	Nortel Ethernet Switch Portfolio	BayStack Bulletin	Dec-04
CallPilot for (LPS)	Nortel Messaging	CallPilot Bulletin	Aug-05
Contivity Portfolio	Nortel VPN Router Portfolio	Contivity Bulletin	Dec-04
OPTera	Nortel Optical Portfolio	OPTera Bulletin	Jun-04
Optivity Portfolio	Enterprise Network Management Portfolio	Optivity Bulletin	Jun-05
Passport WAN Portfolio	Nortel Multiservice Switch Portfolio	Passport Bulletin	Oct-04
Passport LAN Portfolio	Nortel Ethernet Routing Switch Portfolio		Dec-04
Periphonics Portfolio	Nortel Self-Service Portfolio	Periphonics Bulletin	Dec-04
Remote Office Portfolio	Nortel Remote Gateway Portfolio	Remote Office Bulletin	Jan-05
Shasta portfolio	Nortel IP Services Routing Portfolio	Shasta Bulletin	Jun-04
Succession rebranding bulletin		Succession Bulletin	Oct-18
Succession 1000	Nortel Communication Server 1000	Succession Bulletin	Sep-04
Succession Internet Telephones i2001, i2002, i2004, i2050	Nortel IP Phone 2001, 2002, 2004, Softphone 2050
Succession Media Card	Nortel Media Card
Succession Branch Office	Nortel Enterprise Media Gateway 1000
Symposium Portfolio	Contact Center Portfolio	Symposium Bulletin	Jul-05

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Q: Why is Nortel changing the names of some of its products?
A: Nortel conducted extensive research about each of its product brands. The results revealed that the Nortel company name is well known and trusted. However, product brands (both Nortel and our competitors) were not as well known. The new names should facilitate faster recognition of what a product is, so more attention can be focused on the value it brings to customers.

Q: What is the timeline/schedule for the brand architecture transition?
A: In a phased roll-out over 12 months, new names for most existing Nortel products will be released. Names for supporting products from within each product family will be released until all product names meet the requirements of the new brand architecture. See the most current naming status and schedule on the Product Naming Reference Guide.

New names will generally be phased in as materials come due for revision or new materials are created.

The marketing transition will last for several months. During this transition period, Nortel will not eliminate use of the old names, but will lead with the new names and then reference the old names in subtext -- e.g. "Nortel Services Edge Router 5500 (formerly known as Shasta 5000 BSN)." We plan to apply the new name to the product itself at the next major release (defined as a point release or greater - generally not in maintenance releases).

There are no specific deadlines for completing the each brand's architecture transition, but the goal is to complete the first phase of the transition (marketing and communications materials) sometime in Q1, 2005.

Q: Are all of Nortel product names changing?
A: No. Naming of current Meridian and Norstar products will remain unchanged due to the large number of systems installed. Additionally, if the name currently applied to a product already meets the criteria of the new brand architecture (simple and self descriptive), then it should not change. Examples include the WLAN portfolio and DMS products. Also, there are some products that are in a mature lifecycle and as such, there is no need to rename them.

Q: Is Nortel eliminating product lines as a result of simplifying branding?
A: No. These changes are to simplify brand architecture and make it easier for customers to do business with us. Products will be developed and eliminated as always: to meet current and future needs of our customers.

Q: Will the new names be translated in other countries and languages?
A: Yes, names will be translated local language as business customs warrant. This is a critical function is making it easy for our customers to do business with Nortel.

Q: What brand will be applied to future products?
A: All future products will reflect the brand architecture of: Nortel + Product Descriptor + Serial Number (if necessary).

Customers and partners may submit feedback to Nortel.

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