After conducting PlayGround sessions and speaking with telecommunication managers around the globe, we discovered that there were multiple targets audiences: Telco managers, IT managers and VARs (value-added resellers). None of the targets believed that Lucent could effectively deliver a robust VOIP product. We delivered a strategy to the client that included a new business model: create a new company that would be focused on internet solutions. This company became AVAYA which is now a publicly traded global entity. A&P developed naming, identity, messaging and integrated communications.