Mitel Introduces Customer-Driven Product Naming Architecture Mapped to Customer Needs and Buying Behavior

Mitel Introduces Customer-Driven Product Naming Architecture Mapped to
Customer Needs and Buying Behavior

MiCollab, MiContactCenter and MiVoice Categories Aimed at Easy Identification
and Quick Understanding of Mitel Solutions

OTTAWA, June 11, 2013 (GLOBE NEWSWIRE) -- Mitel® (Nasdaq:MITL) (TSX:MNW), a
leading provider of cloud and premises-based unified communications software
solutions, has introduced a new product naming architecture based on the
straightforward language customers use to identify and discuss solutions. The
new architecture takes a customer-driven approach designed to align with
customer needs and buying behavior.

"Customers don't speak R&D and they don't like confusing alphabet soup
acronyms. Using simple terms and plain English, they are able to describe
their business needs clearly. Taking inspiration from that, we are simplifying
our product naming to help customers quickly understand our fit and value to
their business," said Martyn Etherington, CMO for Mitel.

The new product naming architecture puts an emphasis on Mitel's three core
solution areas with distinct product segments, which include:

  *MiCollab brings together Mitel's Unified Communications and Collaborations
    offering, including products previously called the UCA, MCA and NuPoint.
  *MiVoice organizes voice platforms and phones including MCD, 5000 CP, Mitel
    5300 IP Phones and 8500 Digital Phones.
  *MiContactCenter comprises Mitel's contact center technologies.

This tightly aligns to MiCloud, Mitel's cloud-based offering for a streamlined
migration to the public, private or hybrid cloud with optimized solutions. The
new product naming has proven popular among end-user customers, business
partners, the Mitel User Group and key industry analysts in early testing.

"This is a quantum leap for Mitel and could be a model for the IT industry in
general, which gets bogged down in tech jargon and insider talk rather than
communicating with customers in clear terms. The new naming architecture
introduces a simplicity that quickly enables more intuitive customer
discussions," said Allon Ben-Ami, Mitel User Group board member and IS
professional for the State of Wisconsin.

In addition to providing end-user customers with solution clarity, Mitel's
product names aim to increase awareness and a deeper understanding of Mitel's
overall product offering among its business and channel partner ecosystem to
help them sell more Mitel solutions.

Under the new naming architecture, Mitel today announced two new products,
MiVoice for Lync and MiCollab. Learn more at

About Mitel

Mitel® (Nasdaq:MITL) (TSX:MNW) is a global provider of unified communications
and collaboration (UCC) software, solutions and services that enable
organizations to conduct business anywhere, over any medium with the device of
their choice. Through a single cloud-ready software stream, Mitel's Freedom
architecture provides customers in over 100 countries the flexibility and
simplicity needed to support today's dynamic work environment. For more
information visit


CONTACT: Amy MacLeod (media), 613-592-2122 x71245,
         Malcolm Brown (industry analysts), 613-592-2122 x71246,
         Cynthia Hiponia (investor relations), 613-592-2122 x71997,

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