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
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
Networks of the future will rely on "white box" switches and servers rather than proprietary hardware and that's going to alter the shape of the communications industry. Who says so? John Chambers.
LRTV Huawei Video Resource Center
Huawei's Power Play With GrupoGiro

4|1|15   |   2:51   |   (0) comments


Daniel Heredia, CEO of Energiro, the power management services part of Spain's Grupo Giro, explains why his company has just struck a partnership with Huawei for uninterruptible power supply products and how he hopes it can take the partnership into other markets.
LRTV Huawei Video Resource Center
Huawei Intros Smart Device for eLTE

3|30|15   |   05:25   |   (0) comments


Huawei has developed a secure, location-aware multimedia smartphone for its eLTE trunked radio solution, says Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
Win Video, Win All

3|30|15   |   06:44   |   (0) comments


Video is going to be the next main source of revenue for operators. Operators have big opportunities and advantages to monetize video services. Globally, Huawei has helped more than 70 operators achieve over 30 million video subscribers. Watch this video for more.
LRTV Custom TV
The Benefits of HyperScale Clouds for NFV

3|27|15   |   01:50   |   (0) comments


Hyperscale cloud has been developed by the Internet giants to support the creation and delivery of software-based services at blistering speeds, and at the lowest possible cost. The original ETSI NFV vision was to adopt hyperscale cloud architecture and practices. This vision has become somewhat obscured along the way, due to misunderstandings about the hyperscale ...
LRTV Huawei Video Resource Center
eLTE Rapid Meets the Need for Speed

3|26|15   |   4:45   |   (0) comments


Designed especially for emergency and dedicated ad hoc local mobile communications coverage, Huawei's eLTE Rapid solution can deliver trunked voice, video and data coverage for multiple users over a 6km range and be set up in just 15 minutes, explains Huawei's Norman Frisch.
LRTV Huawei Video Resource Center
On Videos: Challenges & Opportunities

3|26|15   |   5:56   |   (0) comments


Most everything is now connected. And along with 4K and 4G technologies, everyone could be creating and broadcasting video contents. Users are expecting better video experience with any screen, anywhere and anytime. Operators will meet new challenges, but also see some big opportunities.
LRTV Custom TV
JDSU: Delivering Dynamic Networks for a Personalized Experience

3|26|15   |   5:59   |   (0) comments


Light Reading speaks to JDSU at Mobile World Congress 2015 about new solutions in the areas of HetNets, VoLTE, backhaul, virtualization, big data analytics, and real-time intelligence.
LRTV Custom TV
Smarter Service Chaining & New Ways to Benefit From Qosmos Technology

3|25|15   |   03:11   |   (0) comments


David Le Goff, director of strategic and product marketing at Qosmos, explains how the company has added application awareness to subscriber information to make service chaining more efficient and reduce costs for networking and infrastructure. In addition, Qosmos technology, which has been delivered as C libraries, is now also available as a virtual machine, ...
Between the CEOs
Qosmos CEO: The Changing Face of DPI

3|24|15   |   13:53   |   (0) comments


LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures. Also, how the comms market is becoming more like the automotive industry.
LRTV Huawei Video Resource Center
FC Schalke Scores With Its Agile Stadium

3|24|15   |   6:23   |   (0) comments


Top German soccer club FC Schalke 04 has deployed a new, agile WiFi network from Huawei in its Veltins-Arena stadium and is reaping the benefits in terms of customer satisfaction and business opportunities, explains marketing chief Alexander Jobst.
LRTV Huawei Video Resource Center
Huawei’s Insights on Mobile Video

3|24|15   |   7:51   |   (0) comments


More people than ever are now watching videos on smartphones. Seventy percent of mobile traffic will be video traffic until 2018. In this video, Huawei's exports give their insights on mobile video in terms of business model, network planning and 4G network construction.
LRTV Documentaries
The Rise of Industry 4.0

3|24|15   |   02:26   |   (9) comments


Are you ready for the fourth industrial revolution? It's a big deal for influential operators such as Deutsche Telekom.
Upcoming Live Events
April 14, 2015, The Westin Times Square, New York City, NY
May 5, 2015, Hyatt McCormick Place, Chicago, IL
May 6, 2015, Georgia World Congress, Atlanta, GA
May 12, 2015, Grand Hyatt, Denver, CO
May 13-14, 2015, The Westin Peachtree, Atlanta, GA
June 8, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 10, 2015, Chicago, IL
September 29-30, 2015, The Westin Grand Müchen, Munich, Germany
November 11-12, 2015, The Westin Peachtree Plaza, Atlanta, GA
All Upcoming Live Events
Hot Topics
AT&T Woos SMBs With Small-Scale WiFi
Sarah Thomas, Editorial Operations Director, 3/26/2015
Just Don't Say IBM Is 'Relaunching' Networking Business
Mitch Wagner, West Coast Bureau Chief, Light Reading, 3/26/2015
TV Everywhere Nears Mainstream Adoption
Mari Silbey, Independent Technology Editor, 3/27/2015
Carriers Are Bright Spot in BlackBerry Q4
Sarah Thomas, Editorial Operations Director, 3/27/2015
Comcast Says TWC Deal Will Close Later
Mari Silbey, Independent Technology Editor, 3/26/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
LR CEO and Founder Steve Saunders sits down with the head of Qosmos to talk about the changing state of the art in deep packet inspection technology, including its role in SDN and NFV architectures.
Chattanooga’s EPB publicly owned utility comms company has become a poster child for how to enable a local economy using next-gen networking technology. Steve Saunders, Founder of Light Reading, sits down with Harold DePriest, president and CEO of EPB, to learn how EPB is bringing big time tech to small town America.