Alcatel-Lucent Presents ‘The Shift’
August 25, 2010
This summer our clients at Alcatel-Lucent approached BSL with a request to develop a website dedicated to a revolutionary new book called The Shift. Written by Allison Cera, VP of Marketing, Communications and Public Affairs for Alcatel-Lucent and Christina James, Director of Solutions Marketing for Alcatel-Lucent, The Shift is a book that offers valuable insights into the challenges and opportunities facing network operators, in today’s “I want it now” environment. End users have a rapidly increasing appetite for information and interactivity through social and digital media, and returns are not keeping up with increases in online traffic. Alcatel-Lucent asked BSL to create a “sticky” website that demonstrates Alcatel-Lucent thought leadership, and emphasizes the vast amount of market research included in The Shift.
BSL is no stranger to adapting a print publication for the online world (our design and development of the Canadian Geographic Online Atlas has been well-received over the years, and has been awarded Macromedia and MSN’s Website of the Day), so we were certainly up for this challenge. Our strategy for The Shift was to effectively communicate the significant research and insights included in the book, without divulging too much of the content itself. In order to do this, we incorporated a series of features on the site that touch on key highlights of the book, spark a conversation among audiences, and feature a simple mechanism for audiences to get their own copy of The Shift (free of charge).
Central to The Shift website is a dedicated blog, on which both authors share their perspectives on topics relating to various chapters in the book. A comment forum invites interested visitors to express their own opinions, inquiries or observations on these topics, in order to facilitate an open discussion among audiences. To extend the conversation further, the website offers visitors the opportunity to request a meeting with the authors themselves, to discuss the book in greater depth. Users are also invited to submit their request for a copy of the physical book itself.
