Genuitys Black Rocket Launch Highlights Network Services Savvy’

Genuitys September 19 launch of Black Rocket, an integrated e-Business infrastructure service, exemplifies the aggressive, holistic approach necessary for success in today’s network services market. Genuity, formerly known as GTE Internetworking, presented Black Rocket as the Internet industry’s first Network Services Platform for building e-Business solutions. The service ties together Internet access, Web and application hosting, security, and transport in a service package designed to simplify and speed e-Business development for medium-sized and large enterprises.

Genuity’s offer includes a 10-day installation guarantee, and a service-level guarantee of 99.9% uptime. For network and telecom services providers, the Black Rocket launch, backed by a $20 million marketing and advertising campaign, illustrates at least four critical aspects of successful network services marketing today.

• Customer-centric design of new services-based offerings, versus the more traditional product-centric approach, in which services are an add-on
• Creative packaging of an integrated set of services, utilizing a network of partners, to offer a broad solution to a critical business problem
• Aggressive, multi-faceted, and highly targeted marketing campaign aimed at decision-making business executives
• Brand-building advertising focused on driving prospects to an information-laden Website

The Black Rocket marketing campaign is just getting underway, so it’s too soon to measure its ultimate success. Judging from the initial launch, however, Genuity appears to have gotten the fundamentals right. Assuming solid implementation, Genuity’s new campaign could prove a big bang indeed in the fast-growing network services space.

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