Radware's New Superhero
And with its marketing tongue firmly in its cheek, Radware has even assigned the revitalized Alteon range of application delivery platforms "superhero" status. (See Radware Unleashes Alteon.)
The company has launched its "Alteon is back" marketing campaign that aims to "revitalize the Alteon brand by bringing back a superhero character metaphor," complete with a cinematic trailer on YouTube.
The one-minute 46-second trailer features the "powerful Alteon" battling "his evil network archenemies, Bottleneck, Outage, Disconnect, and Disarray." These four evil forces have "slowed down application networking performance -- requiring a hero to be summoned to fight network downtime and deliver super-fast performance to the online world. This hero must be brave, powerful, and highly skilled... This hero must be Alteon."
You might be groaning by now, but check out the video -- the Radware team has captured the animated superhero genre pretty well, complete with deep dramatic voiceover. I was expecting to cringe -- instead, I laughed (and not in a mocking way).
Will Avaya Inc. , Ericsson AB (Nasdaq: ERIC), or anyone else that gets its hands on other Nortel assets go down the same marketing path? I think not. Which is a pity -- I'd love to see what some of the big players might do with a short-film budget and a script imbued with a sense of humor.
— Ray Le Maistre, International Arts Critic, Light Reading