Feeds

Lucent Avaya ‘formed of letters that fit together and enhance one another’

Made-up name for Enterprise Networking division

  • alert
  • submit to reddit

Top 5 reasons to deploy VMware with Tegile

"You will not find this name in the dictionary," said Donald Peterson, Lucent chief executive. "It is up to us to fill it with meaning."

The name is 'Avaya' pronounced uhv-EYE-uh, a made-up word for Lucent's loss-making enterprise networking division, which is in the process of being hived off as a separate company.

Unfortunately for the person who briefed Peterson, the word can be found in the Jain dictionary.

Here it is: http://jainworld.com/education/dictionary/dicta2.htm.

And here it is again: http://www.cs.colostate.edu/~malaiya/jaingloss.html. We learn that Avaya means "Perceptual judgment". As a reader points out, it looks like the word is already filled with meaning...

According to Peterson, Avaya "sounds open and fluid-reflecting a company that's open-minded and that provides seamless, effortless interconnections among people and businesses," says Peterson.

In a press statement, Lucent said Avaya's new logo is a "word mark formed of letters that fit together and enhance one another. Its red color is bright and strong, and honors the company's Lucent Technologies heritage".

But will the new brand-name and the multi-million dollar makeover to daub Avaya on buildings, vehicles and advertisements, survive any takeover? ®

Beginner's guide to SSL certificates

More from The Register

next story
Ellison: Sparc M7 is Oracle's most important silicon EVER
'Acceleration engines' key to performance, security, Larry says
Oracle SHELLSHOCKER - data titan lists unpatchables
Database kingpin lists 32 products that can't be patched (yet) as GNU fixes second vuln
Lenovo to finish $2.1bn IBM x86 server gobble in October
A lighter snack than expected – but what's a few $100m between friends, eh?
Ello? ello? ello?: Facebook challenger in DDoS KNOCKOUT
Gets back up again after half an hour though
Troll hunter Rackspace turns Rotatable's bizarro patent to stone
News of the Weird: Screen-rotating technology declared unpatentable
prev story

Whitepapers

Forging a new future with identity relationship management
Learn about ForgeRock's next generation IRM platform and how it is designed to empower CEOS's and enterprises to engage with consumers.
Storage capacity and performance optimization at Mizuno USA
Mizuno USA turn to Tegile storage technology to solve both their SAN and backup issues.
The next step in data security
With recent increased privacy concerns and computers becoming more powerful, the chance of hackers being able to crack smaller-sized RSA keys increases.
Security for virtualized datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.
A strategic approach to identity relationship management
ForgeRock commissioned Forrester to evaluate companies’ IAM practices and requirements when it comes to customer-facing scenarios versus employee-facing ones.