Microsoft Renames OCS to Lync

Microsoft Corporation has announced a new name for its next generation of real-time communications products. The product family known as Communication Server "14" (formerly Microsoft Communications, Microsoft Office Communications Server, Microsoft Communications Online, and Microsoft Communicator) will be officially named Microsoft Lync (rhymes with sink), and is publicly available Monday, September 13, 2010.

According to Jim Burton, cofounder of UCStrategies, "Microsoft wanted a term that would appeal to the business executives and all the enterprise staff that is traveling, at work, away from work, on vacation, who may time-to-time, want to get engaged in a conversation, with a colleague, inside the enterprise. And so having a term that would appeal to those people, so that we can 'lync up' tomorrow...meaning we're going to have a conversation through some form of what Microsoft offers for ways for people to communicate."

Blair Pleasant, cofounder of UCStrategies said, "Microsoft said that they wanted a new name to get into the next generation of communications, and to embody the spirit of this new generation and this new version of the product. The new name is the combination of 'link and 'sync.' What I like about it is the ability to use the name as a verb...you'll be able to Lync with somebody, as in 'let's Lync tomorrow.' I think it's a great new name and it fits along with Microsoft's strategy of being for both office use and for people who are away from the office doing their business and trying to communicate from wherever they are, whatever location they are in." She questions, however, if Microsoft will "lose some brand equity they built up with OCS and Communications Server. Probably, but it's Microsoft so we know that there's going to be a lot of marketing behind this and they will quickly build up the brand recognition."

Marty Parker of UCStrategies commented, "I think an exciting part of it is that there's always a marketing thrust that comes with new branding...I think it will refresh the conversation. OCS Office Communication Server has a lot of brand equity, but this will give Microsoft a chance to kind of refresh, restate, the brand value." He added, "I think they've got a great opportunity here to use rebranding as a great re-communication vehicle. I think Lync is a nice clear simple word."

UCStrategies' Art Rosenberg added, "I like Lync because it's something that is short and sweet and gives you the image of getting connected. And getting connected is step one...key to any form of communication or access to information and exchange of information."

For more information about Microsoft's announcement:

• UCStrategies Experts Discuss Microsoft Lync (UCStrategies Executive Insights Podcast)
• What's in a Name? Microsoft Renames OCS to Lync For More "User's Choice" In Real-time Communications, by Art Rosenberg
• Microsoft Lync - First a New Name and Then on to General Availability, by David Yedwab
• Microsoft Lync - New Name Part of a Bigger Trend that will Help Unified Communications, by Nancy Jamison
• Microsoft Press Release
• Microsoft Lync Product Site
• Image Library - Product Screenshots