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April 6, 1988

NORTON CHALLENGES TELECOM IN KEYSYSTEMS

By CBR Staff Writer

Siemens’ UK affiliate Norton Telecommunications Ltd yesterday launched two new keysystems to further its ambition of snatching market share from British Telecom. The NTX 8 and NTX 24 are to replace Nortons’ previous low-end keysystem offering NTX 10 which has sold 25,000 since its launch in 1984. Developed by Siemens, the latest generation, digital NTX system is now available in Europe although it has been on sale in Australia for the past year. British Telecom currently dominates the UK keysystem market valued at a static UKP1,000m a year. Norton aims to increase its present 8% stake to 12% by 1990 by clawing back share from BT and stepping in when smaller suppliers go bust (apparently it happens a lot). Norton claims that the latest NTX models support their predecessor and will not conflict with its distribution of STC’s SDX range of keysystems which begin at 120 extensions. The NTX 8 and 24 offer starting points of four trunks with eight extensions and eight trunks with 24 extensions respectively with prices beginning at UKP2,700 and UKP3,500. Features vary according to the keyset type – three are available. Options include a silent messaging feature which flags messages on the keyset and direct station select providing single button access to a range of telephone numbers. Norton has also launched an Infoline service to run over its Voicemail spoken message service, which can be accessed by the new NTX models. Infoline will provide customer training and support at the cost of a phone call and will be a critical part of Norton’s sales strategy for the NTX range.

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