Light Reading
CenturyLink is putting a new label on its multiple cloud and managed service acquisitions, creating CenturyLink Technology Solutions.

CenturyLink Brings Savvis Into Brand Alignment

Carol Wilson
1/21/2014
50%
50%

CenturyLink is combining its cloud, hosted and managed services capabilities under its network brand, announcing today that it is changing the name of data hosting subsidiary Savvis to CenturyLink Technology Solutions.

The change not only brings Savvis under the CenturyLink Inc. (NYSE: CTL) moniker but also cloud and software companies purchased recently, notably AppFog and Tier 3. (See CenturyLink Buys Cloud Leader Tier 3 and CenturyLink Shows Cloud Is Still Critical.)

The move reflects CenturyLink's intention to offer potential business customers the full range of services, including voice and data networking as well as managed, hosted, collocated, and cloud services, says Becky Carr, CMO of CenturyLink Technology Solutions. While the newly named unit will continue to sell directly to the largest corporate customers, much of its sales will be done through and alongside CenturyLink's network services sales force, she says.

There will be a media campaign and marketing efforts to promote the new brand, Carr says. Savvis will not disappear entirely as a brand, however, as it will be applied to the product portfolio. CenturyLink bought Savvis almost three years ago and has been operating the company under its original name. (See CenturyLink Clouds Up With Savvis Buy.)

"We are surrendering the logo, not the name," she comments. "Savvis has a great reputation and we will use it as a portfolio descriptor, but we believe in the CenturyLink brand and that what we gain from having one brand will far outweigh any impact from losing Savvis."

CenturyLink Technology Solutions will continue to differentiate itself based on the extensive experience of the collective companies in delivering cloud, hosted/managed, and colo services, Carr adds, and on its ability to combine its services with CenturyLink's networking. Much of that differentiation is based on leveraging existing experience to be able to quickly and efficiently customize service solutions for its enterprise customers, Carr says.

For the coming year, she is predicting five major areas of growth for cloud services: big data/analytics, business-to-consumer websites, development test site moving to production, storage, and disaster recovery.

— Carol Wilson, Editor-at-Large, Light Reading

(7)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
spc_isdnip
50%
50%
spc_isdnip,
User Rank: Lightning
1/21/2014 | 2:24:56 PM
Re: Ego tripping
I suppose the goal is that the better reputation Savvis has will benefit CenturyLink's other products.  But it's a ridiculous idea.  A weak name does not benefit by being applied to a stronger product.  Ford Motors did not salvage the Edsel by renaming the parent the Edsel Motor Company.
DanJones
50%
50%
DanJones,
User Rank: Blogger
1/21/2014 | 2:22:33 PM
Re: Ego tripping
At least you have something to keep you warm as Polar Vortex 2 (just when you thought it was safe to go back on icecap) roars into the Jerz!
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
1/21/2014 | 2:03:21 PM
Re: Ego tripping
At the height of insanity branding here, we were required to minimize our LR/HR brand in favor of a generic corporate brand on our business cards. To make things even more fun, the flip side of the card contained an array of about two dozen vertical brands, almost all of which had nothing to do with us. Fortunately, I had stockpiled enough old cards to never have to use these, but I did get a box just for laughs.
brookseven
50%
50%
brookseven,
User Rank: Light Sabre
1/21/2014 | 12:05:18 PM
Re: Ego tripping
Dennis,

It is basically a conundrum.  Century wants to spend money to improve sales at both Century and Saavis.  I would say that they view that money spent on one name is not helping the other.  That is not a weird thing.  I suspect that they knew from metrics that it was true.

Now was this done in a way that helps current Saavis customers get there from here?  No...they could have started with a year or two of Saavis - A Centurylink Company or Saavis Centurylink or something to bridge things.  Flash cuts are bad.

 

seven

 
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
1/21/2014 | 11:27:39 AM
Re: Ego tripping
Having gone through more corporate rebrandings than I care to count, my experience is that these aren't driven so much by personal ego as some weird sort of executive-level groupthink that does not take into account how customers actually view the businesses in question. No doubt customers will continue to refer to their supplier as Savvis at least for the rest of this decade.
Carol Wilson
50%
50%
Carol Wilson,
User Rank: Blogger
1/21/2014 | 10:55:57 AM
Re: Ego tripping
I find it hard to see this as an extension of an ego - maybe I'm being naive in that regard. But it is a choice, a clear belief that Savvis can do more good for CenturyLink as part of its brand. And it will take time to see how that plays out.
spc_isdnip
50%
50%
spc_isdnip,
User Rank: Lightning
1/21/2014 | 10:52:03 AM
Ego tripping
Savvis was an established company with a pretty good brand name and its own reputation.  It was bought by a company whose brand name is associated with the worst abuses of telephone monopolies.  Now the monopolist is branding its subsidiary.  They of course have that right, but it's stupid.  It's Blackie Post's ego at work again.  He is totally full of himself.
Educational Resources
sponsor supplied content
Educational Resources Archive
Flash Poll
From The Founder
It's clear to me that the communications industry is divided into two types of people, and only one is living in the real world.
LRTV Interviews
The New Wave of IP + Optical Integration

11|21|14   |   04:29   |   (7) comments


At the Alcatel-Lucent Technology Symposium, Heavy Reading senior analyst Sterling Perrin talks about how SDN has reshaped the discussion around packet and optical integration.
LRTV Huawei Video Resource Center
Huawei Highlights at BBWF 2014

11|20|14   |   3:40   |   (1) comment


Broadband World Forum is one of the world's largest telecoms, media and technology events with over 7,800 senior executives from across the globe converging on Amsterdam every year to identify the Next Big Thing. BBWF is an exciting place to meet the entire industry under one roof and identify the latest in network innovation, service optimization and customer ...
LRTV Huawei Video Resource Center
How Will BCMS Stimulate Margin for Broadband Operators?

11|19|14   |   6:52   |   (0) comments


In BBWF 2014, Liu Shuqing emphasizes the value of FMC 2.0 based full service experience by throwing light on the BCMS solution. The underlying principle of this innovative technique is to create network robustness and driving network from connection oriented to ACE – BAND oriented infrastructure, in which applications, cloud, and user experiences will be an asset ...
LRTV Huawei Video Resource Center
SingleFAN3.0: Better Connected Experience

11|19|14   |   3:06   |   (1) comment


At the BBWF 2014, David Hu, the VP of Huawei Access Network Product Line, talked about the future of access networks – SingleFAN3.0: faster broadband, wider coverage, and smarter connection.
LRTV Interviews
Basil Alwan Interview: The Road to Cloud

11|19|14   |   09:09   |   (0) comments


Alcatel-Lucent's head of IP and Transport talks about the migration towards a web-like networking environment, the impact of the cloud, SDN and NFV, and the yet-to-be-announced FP4 chip.
LRTV Documentaries
FairPoint Makes a Fair Point About Analytics

11|19|14   |   1:56   |   (1) comment


The US-based communication service provider gets to grips with advanced analytics, tackling data and breaking down the silos within its own business.
LRTV Documentaries
Analytics Lets C Spire Get to Know Subs

11|19|14   |   3:01   |   (2) comments


It's all about the data for US operator C Spire as it uses analytics to personalize its customer service down to individual subscribers.
LRTV Interviews
Nuage Branches Out With SDN: CEO Interview

11|17|14   |   9:32   |   (0) comments


Sunil Khandekar, CEO of Alcatel-Lucent's SDN-focused unit Nuage Networks, talks about the opportunities and challenges of breaking out of the data center into wide-area networks.
Light Reedy
Telecom Analytics Grows Up

11|14|14   |   1:15   |   (4) comments


The big data analytics debate has moved on from a year ago, with some experts suggesting it's no longer a technology challenge.
LRTV Huawei Video Resource Center
Huawei Compass

11|14|14   |   3:17   |   (1) comment


At OpenStack Summit 2014, Shuo Yang, Huawei Principal Cloud Infrastructure Architect introduced Huawei Compass, the software tool for solving customers' problems on the journey of OpenStack Cloud.
LRTV Huawei Video Resource Center
Huawei's Cloud Strategy in European Region

11|14|14   |   2:56   |   (1) comment


At OpenStack Summit 2014, Dr. Gotz, CTO of Huawei IT in European Region introduced Huawei's cloud strategy in European region.
LRTV Huawei Video Resource Center
Huawei's Contribution on OpenStack

11|14|14   |   5:58   |   (0) comments


At OpenStack Summit 2014, Dennis Gu, Huawei Chief Architect of Cloud Computing introduced the relationship between OpenStack and cloud computing, and Huawei's contribution on OpenStack.
Upcoming Live Events
December 2, 2014, New York City
December 3, 2014, New York City
December 8-10, 2014, Reykjavik, Iceland
February 12, 2015, Atlanta, GA
April 14, 2015, New York City, NY
May 6, 2015, McCormick Convention Center, Chicago, IL
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 9-10, 2015, Chicago, IL
Infographics
Irish Telecom outlines the rise of VoIP technology, including its adoption within businesses and their perception of its quality.
Hot Topics
Bell Labs Chief Slams 'Toy' Networks
Robert Clark, 11/19/2014
$38.3M: Ain't That a Kik in the SMS
Sarah Reedy, Senior Editor, 11/20/2014
Do You Have a 2020 Vision?
Dennis Mendyk, Vice President of Research, Heavy Reading, 11/21/2014
The New Wave of IP + Optical Integration
Ray Le Maistre, Editor-in-chief, 11/21/2014
Google, AT&T, BT Unite on Network Data Models
Carol Wilson, Editor-at-large, 11/20/2014
Like Us on Facebook
Twitter Feed