CenturyLink Brings Savvis Into Brand Alignment
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