Alcatel-Lucent Technology Symposium: Motive Is Becoming a Bigger Part of Alcatel-Lucent’s Future, but Telling a Cohesive Story Needs to Be Part of the Plan

Jason Marcheck
Jason Marcheck

Summary Bullets:

  • Alcatel-Lucent’s Motive product line encompasses a slew of important capabilities, including analytics, CEM, IoT and OSS.
  • To date, the vendor’s marketing in support of Motive has been sparse and, arguably, scattershot.
  • A clearly defined and articulated marketing story is a key tenet of any strategy aimed at taking market share from incumbents.

At Alcatel-Lucent’s recently concluded Technology Symposium, held in New Jersey on November 11-13, the company devoted some of the program to talking about what it is doing with its Motive line of products. Google defines motive as “a reason for doing something, especially one that is hidden or not obvious.” That kind of sums up the marketing in support of the Motive product line. “Certainly not hidden, but not obvious” would be fair. Continue reading “Alcatel-Lucent Technology Symposium: Motive Is Becoming a Bigger Part of Alcatel-Lucent’s Future, but Telling a Cohesive Story Needs to Be Part of the Plan”

Alcatel-Lucent Technology Symposium: Revenue Diversification Not a Shift Plan Pillar, but a Fourth Leg of the Stool?

Jason Marcheck
Jason Marcheck

Summary Bullets:

  • Alcatel-Lucent, like most network equipment suppliers, realizes that it needs to look beyond telecom network operators for long-term growth and viability.
  • Alcatel-Lucent’s work with partners such as Accenture helps the vendor overcome a lack of name recognition outside telecom.
  • The obvious downside of a partnership strategy is that partners can be, and often are, promiscuous.

“We want to be promiscuous.” (The name of the speaker, along with their company affiliation, has been removed to protect their reputation.)

That’s a quote from Alcatel-Lucent’s recently concluded Technology Symposium, held in New Jersey on November 11-13. Aside from giving the artist drawing a storyboard summary of the session (seen below) an awkward moment when pondering how to fit that into the picture, it gave the audience a clear view of how big companies view partnerships: there are many possibilities out there, and many of them want to get in bed with each other, metaphorically speaking.

Continue reading “Alcatel-Lucent Technology Symposium: Revenue Diversification Not a Shift Plan Pillar, but a Fourth Leg of the Stool?”