Light Reading

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        ADD A COMMENT
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
Network architects aiming to upgrade their networks to support agile, open, virtualized services in the 21st century need to consider new criteria when choosing between technology suppliers.
Live Streaming Video
BTE 2015 Sponsor Keynote: HP
Dr. Prodip Sen, CTO, Network Functions Virtualization, HP
LRTV Custom TV
Red Hat Demo

7|2|15   |   10:53   |   (0) comments


Red Hat's Nicolas Lemieux demonstrates how Red Hat is driving innovation through open source communities.
LRTV Custom TV
Red Hat's Approach to OpenStack Adoption

7|2|15   |   5:17   |   (0) comments


Red Hat's Radhesh Balakrishnan outlines his company's open source strategy for both enterprises and telcos.
LRTV Custom TV
The New IP Goes Mobile With vEPC

7|2|15   |   1:12   |   (0) comments


Heavy Reading's Gabriel Brown discusses results of a Light Reading survey sponsored by Brocade that shows a clear commitment by mobile operators to move quickly to virtual EPC deployment.
LRTV Custom TV
Making Business Sense of SDN

7|2|15   |   1:42   |   (0) comments


Results of a Brocade-sponsored survey show that CSPs have a clear sense of SDN use cases but are wrestling with the business case. Sterling Perrin of Heavy Reading looks behind the numbers.
LRTV Custom TV
NFV Will Be Here Sooner Than You Think

7|2|15   |   2:22   |   (0) comments


Forget the usual ten-year cycle for new technologies – NFV will be a core part of CSP networks in five years, based on results of a Brocade-sponsored survey, says Heavy Reading's Caroline Chappell.
LRTV Custom TV
The New IP Gains Traction With CSPs

7|2|15   |   1:42   |   (0) comments


Roz Roseboro of Heavy Reading analyzes results of a Light Reading survey sponsored by Brocade showing that CSPs are getting serious about making the transition to the New IP era.
LRTV Custom TV
It's (Real) Time for Analytics

7|2|15   |   1:42   |   (0) comments


Heavy Reading's Jim Hodges looks at how CSPs say they plan to use analytics to deploy new services in real time as part of The New IP, based on results of a survey sponsored by Brocade.
LRTV Documentaries
IoT in Action

6|30|15   |   1:39   |   (7) comments


Two co-workers discuss the benefits of IoT technology.
LRTV Interviews
Ericsson Opens Up on OPNFV

6|30|15   |   14:16   |   (1) comment


Martin Bäckström, VP and head of industry area Datacom at Ericsson, talks to Light Reading founder and CEO Steve Saunders about the emergence of OPNFV, the importance of standards and Ericsson's OPNFV plans.
LRTV Custom TV
NetNumber Founder Discusses NFV/SDN Impact on SP Networks

6|26|15   |   4:15   |   (0) comments


NetNumber Founder Doug Ranalli examines why SPs need a new network infrastructure for service agility. While NFV and SDN are the tools, the old ways of thinking about signaling control are inhibitors. Doug provides his recommendations.
LRTV Custom TV
Orchestrating NFV vCPE Services Across Multivendor Networks

6|26|15   |   5:46   |   (0) comments


Nirav Modi provides an overview of vCPE, the fastest-growing NFV use case, showing how Cyan's Blue Planet orchestrates vCPE services across a multivendor infrastructure to rapidly deliver new managed services for business customers.
LRTV Custom TV
ZTE at LTE Summit Amsterdam 2015

6|26|15   |     |   (0) comments


As one of the leading global telecommunications providers, ZTE presented its cutting-edge technology at LTE World Summit 2015 in Amsterdam. On display at ZTE's booth were the latest R&D achievements in wireless, 5G development, HetNet, deep convergence of FDD and TDD, and RCS/IMD/iSDN/vCN.
Upcoming Live Events
September 16-17, 2015, The Westin Galleria Dallas, Dallas, TX
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
October 6, 2015, The Westin Peachtree Plaza, Atlanta, GA
October 6, 2015, Westin Peachtree Plaza, Atlanta, GA
October 14-15, 2015, New Orleans Ernest N. Morial Convention Center, New Orleans, LA
November 5, 2015, Hilton Santa Clara, Santa Clara, CA
All Upcoming Live Events
Infographics
Hot Topics
Who's Feeding Fiber to LinkNYC Hotspots?
Mari Silbey, Senior Editor, Cable/Video, 6/29/2015
Colt to Jettison Ailing IT Business
Iain Morris, News Editor, 6/30/2015
Eurobites: Activist Investor Takes Stake in AlcaLu
Paul Rainford, Assistant Editor, Europe, 6/30/2015
What's a Gigabit Good For?
Carol Wilson, Editor-at-large, 7/1/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
Casa Systems has been going from strength to strength over the last couple of years. In 2013, it became the first vendor to ship an integrated CCAP device -- the ...
Cedrik Neike, SVP of Global Service Provider, Service Delivery, at Cisco, talks to Light Reading founder and CEO Steve Saunders about solving service provider customer problems in a virtualized, DevOps world, including multivendor support and the future of network procurement.
Cats with Phones