December 19, 2003
Torque Launches New Brand Positioning for Universal Access

Torque Ltd., integrated marketing communications and brand launch firm announced the repositioning of Telecommunications client Universal Access (UA). Universal Access Global Holdings Inc. (Nasdaq: UAXS), a leading communications network integrator, seeks to refine and improve the communication of its service offerings and value proposition to the fast-evolving telecommunications industry.

During the last 30 months, UA has gone through gradual and continuous change, including the development of a series of new products for vertical markets.

Universal Access serves the global telecom industry by allowing any provider to efficiently configure optimal end-to-end networks. The continued success of outsourcing network data intelligence and provisioning services is a positive sign for the industry, which has been under pressure to perform for nearly three years.

The UA product-line relaunch features more flexible and relevant service options, designed to support the evolving financial and operational needs of telecommunications companies. The telco industry as a whole has had to innovate at a rate as fast or faster than other technology industries, to keep pace with changing business requirements and growing bandwidth demands. In response, Universal Access has continuously refined its services, increasing its ability to provide value and competitive advantage to telcos.

The newly released marketing vehicles include a revamped web presence (www.universalaccess.net), printed collateral, direct mail and other marketing and sales support materials. The UA website is critical as a highly visible and interactive touch point for their brand, used by current customers for access to services, tools, product pricing and ordering.

In addition to updating their messages and positioning for the marketplace, Universal Access has been priming its internal audiences for the changes as well. Kevin Masi, Principal at Torque explains: "We plan and implement our clientsÕ communications to grow from the inside out. If the entire staff, as well as the sales team and customer support group is not well versed and fluent with a companyÕs value story, it cannot move smoothly into the marketplace. In todayÕs business environment, so much of the awareness of a company and its offerings comes through word of mouth. Benefits must be concise, consistent and easy to convey. If we do our job properly, the new communications will distill into a single meaning and appear consistently across all media."

As the new communication platform rolls out, further support will be needed. Torque expects to maintain momentum with Universal Access through continued tie-ins to events occurring within the industry as well as with specific customers. Also, Torque is working on further communication tools in the form of interactive resources available through the website, deeper content and other marketing support that clarifies the understanding of UAÕs complex offerings and technology for investor, customer and other audiences.

"Torque has been a great partner in this process," explains Cyrus Bamji, Chief Marketing Officer of Universal Access. "They have been our marketing agency of record for over two years and have been part of our evolution. ItÕs been invaluable to have a partner who understands the complexities of our business, the transformations we are undergoing, and to be able to use that knowledge to develop effective marketing strategies and programs that have helped us compete in the marketplace and continue growing our business."

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