Novell Tells Business "We Speak Your Language" with Aggressive Marketing Campaign

Reflecting an aggressive commitment to building new markets and re-establishing its leadership in a Web-based world, Novell today launched a new marketing initiative designed to highlight the specific business value of Novell® solutions. The largest advertising campaign in company history, the new initiative will be integrated across television, print, and online media, and will be worldwide in scope. Cutting through the hype so common in today's technology marketing, the campaign highlights how Novell helps organizations address key business requirements like security and return on investment, letting them get back to running the business, not running the network.

"Novell has transitioned from being just a networking company to a company that offers comprehensive solutions that help companies secure their businesses, leverage the Web to improve their operations, and integrate and manage their networks more easily," said Chris Stone, vice chairman, office of the CEO of Novell. "With this campaign, we're letting organizations know that they can solve significant business challenges with new Novell solutions, while still getting the reliability and security they've come to expect from Novell."

The new campaign cuts through the all-too-common overuse - and misuse - of technology buzzwords with a humorous, yet accurate, portrayal of current business challenges. The theme of the campaign - and key message to business - is, "We speak your language." The launch of the campaign follows the recent focusing of Novell's go-to-market strategy around four areas: Novell Nsure™for secure identity management solutions; Novell extend™ for web application development and integration; Novell Nterprise™ for cross-platform network services; and Novell NgageSM for consulting and professional services. The campaign, which includes three different television commercials and four print advertisements, is worldwide in scope and integrated across all media. Reflecting Novell's shift in emphasis to business solutions, the campaign is targeted at business decisions makers, and so will feature prominently in business programming on television, as well as business newspapers and magazines. The campaign has an extensive online component, and will also feature advertising designed to influence the business traveler.

"Novell is well known for great technology. We now need to become known for great solutions," said Debra Bergevine, chief marketing officer for Novell. "Cutting through all the hype that IT vendors throw out there isn't easy, but we think this campaign does the job. Our focus isn't on the technology bells and whistles. It's on our customers' business and how Novell can help, which is where it should be. With this campaign, the market will see Novell in a new light."