Trends Report

Alcatel-Lucent's Positioning: IT Dominates

Vendor Positioning Review: Hardware Vendor Summary, Q3 2007

October 29th, 2007
With contributors:
Bradford Holmes , Eric Brown , Daniel Krauss

Summary

The 2006 merger of Alcatel and Lucent combined two technology-oriented, innovation-driven organizations with a focus on communications solutions. Alcatel-Lucent's initial adoption of business technology (BT)-oriented marketing and positioning is strongly evident in how well-balanced and consistent its business value communication is for both IT and business stakeholders. However, as it either fails to meet several other key positioning criteria or targets them only at technical buyers, Alcatel-Lucent has positioned itself most like an IT vendor, rather than a BT one. This leaves Alcatel-Lucent with "greenfields" in which it can further develop its influence with and positioning to the increasingly important business buyer.

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With
Bradford Holmes
Eric Brown
and Daniel Krauss