We were a three-person writing team, charged
with filling the Nextera Interactive website front to back. The
samples above are from the Careers section and the Client Case
Studies. Nextera was in the business of technology consulting
services. Below is a promotional piece on the company itself.
Everyone is talking about convergence.
Telecommunications, computing, entertainment, the Internet—put
them all together, and a vision of the 21st century emerges. Even
so, convergence itself remains much more a metaphor than a marketplace
phenomenon. Significant technical obstacles remain. More importantly,
consumer demand is unpredictable. Although everyone is talking,
most companies have yet to articulate a compelling business rationalization
for convergent products.
Nextera Interactive—with its leading-edge experience in
the technology arena, a world-class team of strategy and business
consultants, and a creative studio of product development experts—offers
its clients the level of insight and invention demanded by the
emerging terrain of convergent media. Whether engaged as an incubation
partner or as a strategy provider, Nextera Interactive believes
that new models of business require synergy with a customer's
legacy business and culture. At the same time, market pressures
of the net economy demand urgency in both the formulation and
mobilization of new ventures. Our strategic alliances and innovative
partnerships in the vendor community ensure that our clients receive
state-of-the-art solutions.
The telecommunications industry arguably has the most to gain
in a convergent world-but certainly has the most to lose as well.
For traditional carriers, and especially the Baby Bells, the traumas
of deregulation and acquisitions are not nearly as daunting as
the massive shift to digital telephony. Even as long distance
price wars continue to escalate, these companies are struggling
to reinvent their primary business model and are scrambling in
the hope of some day making it operational.
Nextera Interactive's strategy group joined the executive management
team of one of the Bell companies and led a six-month program
to address these enormous challenges. Following a thorough review
of the competitive landscape and the emerging business and technology
challenges, Nextera Interactive and its client isolated three
strategic initiatives as prerequisites for the firm's survival
and growth as a leader in telecommunications.
One of these initiatives required an unprecedented mobilization
of the firm's wide-reaching (but autonomous) business enterprises.
It included voice, broadband, cellular, net services, consumer
electronics, and directory assistance. Nextera led the senior
business and engineering managers of these disparate but interdependent
groups to develop an overarching strategy to support dramatic
growth in the e-business sector. These initiatives laid the vital
foundations for a groundbreaking assault on emerging markets including
unified messaging, broadband services, and IP-based telephony.
This 10-week effort yielded a world-class technology architecture
and implementation strategy centered on the emerging Internet
database technology of LDAP (Lightweight Directory Access Protocol)
directories. With the well-orchestrated involvement of company-wide
decision makers, Nextera designed not only a revolutionary technology
infrastructure, but one that could:
- meet the needs of the entire enterprise
in its decades-long struggle to achieve a common view of its
customers
- enable its customers to enjoy a coherent
view of the enterprise
- be deployed immediately as the central
engine for a groundbreaking e-business property with projected
first-year revenues approaching $50 million.
By identifying a convergent business opportunity, Nextera enabled
the client to effectively fund a vital capital investment, simultaneously
capturing a promising market - before its competitors could realize
either goal.
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