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• 1 2025-03-27T17:55:35-04:00 The Displayphone's Competitive Landscape 22 plain 2025-03-28T00:18:24-04:00 The rapidly growing technology industry during the 80’s resulted in a range of competing devices for Northern Telecom and the Displayphone. Northern Telecom faced growing competition in the IVDT market as more companies sought to develop all-in-one communication systems for office environments. Some of Northern Telecom’s top competitors included AT&T, Davox, Rolm, and InteCom/Wang—all of whom were prominent companies in the telecommunications and office technology industries (Datapro Research Corp., 1988).

  Competing Devices

  
  

  Standing Out Against the Competition

  
  To effectively market the Displayphone, Northern Telecom needed to position the device as an essential tool for modern office environments. In contrast to its competition, the Displayphone aimed at revolutionizing the computer industry by combining both voice and data communication into one device. By introducing features that stretched far beyond the basic needs of the average consumer, Northern Telecom’s advertising strategy put an emphasis on both productivity and efficiency to appeal to business professionals eager to streamline communication and data management.