The Bottom Line
		This article will put you In Touch with: · How Novell has confronted the unexpected business challenges introduced by the emergence of the Internet. · How you can adapt more easily to the new opportunities of the Internet. · Why Novell is expanding its formal and strategic partnership network to address the requirements of C-level executives.

Darin Richins, Novell's vice president of global marketing, explains that the external "Power to Change" message grew out of the company's internal change efforts.

"We introduced the message to our employees as a promise statement to our customers and our employees," says Richins. "The 'Power to Change' represents our promise to customers that we are poised to help them change the way they do business. For our employees, it's a promise and a reminder that we are changing as a company and approaching our products services and customer interactions in a new way."

Novell soon realized that the "Power to Change" message was appropriate on many fronts, exemplifying how Novell's One Net Vision empowers companies to seize and capitalize on Web-based opportunities.

Why change?
Organizations everywhere are grappling with the complexity of changing their business to leverage the Internet for higher productivity levels, lower total costs of ownership, healthier bottom lines and a competitive advantage.

It may be something as basic as building a corporate Web site or leveraging online video conferencing or achieving e-commerce capabilities on your existing site. In any case, determining what changes need to be made to stay ahead of competitors—and then actually accomplishing those changes—have organizations scrambling.

"Most people don't really fear change, in fact, in many instances they welcome it," says Richins. "It's getting there—making the transition as a result of change—that's scary."

Novell wants to make it clear that its Net Services solutions make achieving change not only possible, but also less painful. By incorporating Net Services software in all your internal and external networks your organization will simplify the complexities of the Net, securely extend and integrate networks and applications, and accelerate e-business transformations.

Novell is relying on Net Services software to propel the "Power to Change" message to both its installed base of customers and new accounts. And not just in the U.S., but globally. Novell realizes that although organizations in different regions might have different timelines for adopting new technologies, they are destined at some point to experience the same problems. Large players in the government, health care, financial and telecommunications markets are still the focus. But Novell is also emphasizing capabilities for smaller businesses via its NetWare® for Small Business product.

Speaking of NetWare...
Richins is also quick to dispel the misconception that NetWare is falling by the wayside in favor of Net Services software. On the contrary, NetWare is a critical part of the Net Services software and strategically important to Novell.

"We know that many companies are dedicated to the NetWare platform," Richins stresses. "And we are dedicated to continuously evaluating and improving it. Development continues, and we have a future version planned."

Reaching the C-level executives
Novell's efforts are reaching up as well as out. The traditional Novell customer is an IT manager or director who knows Novell well as a provider of secure, reliable technology. But as budget control and buying decisions have shifted upward in many organizations, IT customers have been telling Novell, "We need you to talk to our bosses."

So, for the first time, Novell is hitting C-level audiences (CEOs, CFOs, CIOs) with a message designed to address their specific concerns: Namely the business value of Novell's technology products and services, and the strength of the Novell brand:

• Simplify—Novell breaks down the complexity of multiple networks—LANs, WANs, wired, wireless, intranets, extranets and the Internet—into One Net.
• Secure—Novell helps you securely extend applications, services and functions across the networking environment.
• Accelerate—Novell helps your organization adapt to the digital economy as quickly as possible.

This approach resonates with the C-level audience, as does Novell's renewed emphasis on partnering with other companies to solve business problems holistically. According to Richins, senior-level buyers aren't looking for a directory application from Novell.

"Their requirements are for integrated products and services that might need to draw on the strengths of a number of different providers and consultants," says Richins.

To that end, Novell is expanding its formal and strategic partnership network to encompass VARs, ESIs (e-system integrators), and CSIs (consulting and systems integrators), as well as increasing the number of customers fulfilled through certified partners.

It's all about the brand
Central to the "Power to Change" campaign is the goal of reinforcing the strength of the Novell brand with both established customers and new names.

"The 'Power to Change' message and the One Net Vision are what Novell stands for," says Richins. "We're not just a product pusher—we solve real business problems by adding real business value."

		FYI...
		Check out these other articles about products and solutions from Novell: · Novell's One Net Vision revolutionizes e-business potential.

Like the Bowie song says, "Turn and face the strange." Clearly, Novell has confronted the unexpected business challenges introduced by the emergence of the Internet and in the process, redefined itself as a leading e-business solutions provider.

For more information about Novell Net Services software and other solutions, contact Software Spectrum at 1-800-858-6896 or intouch@softwarespectrum.com. Or complete the For More Information form.