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
Last week I dropped in on "Hotlanta," Georgia to moderate Light Reading's inaugural DroneComm conference – a unique colloquium investigating the potential for drone communications to disrupt the world's telecom ecosystem. As you will see, it was a day of exploration and epiphany...
LRTV Documentaries
Verizon's Emmons: SDN Key to Cost-Effective Scaling

5|22|15   |   03:53   |   (0) comments


For Verizon and other network operators to ramp up available bandwidth cost effectively, they need to move to SDN and agree on how to do that.
LRTV Documentaries
Lack of Universal SDN a Challenge

5|21|15   |   04:51   |   (3) comments


Heavy Reading Analyst Sterling Perrin talks about how uncertainty about SDN standards and approaches may be slowing deployment.
LRTV Custom TV
Steve Vogelsang Interview: Carrier SDN

5|20|15   |   05:02   |   (0) comments


Sterling Perrin speaks to Steve Vogelsang, Alcatel-Lucent CTO for IP Routing & Transport business, about the new Carrier SDN-enabling Network Services Platform and the operator challenges it solves.
LRTV Custom TV
Carrier SDN: On-Demand Networks for an On-Demand World

5|20|15   |   20:52   |   (0) comments


Steve Vogelsang, Alcatel-Lucent CTO for IP Routing & Transport business, talks about requirements and benefits of Carrier SDN during the keynote address at the Light Reading Carrier SDN event May 2015.
LRTV Documentaries
The Security Challenge of SDN

5|19|15   |   02:52   |   (0) comments


CenturyLink VP James Feger discusses concerns that virtualization could create new vulnerabilities unless network operators build in safeguards.
LRTV Custom TV
NFV Elasticity – Highly Available VNF Scale-Out Architectures for the Mobile Edge

5|18|15   |   5:50   |   (0) comments


Peter Marek and Paul Stevens from Advantech Networks and Communications Group talk about their NFV Elasticity initiative and the company's latest platforms for deploying virtual network functions at the edge of the network. Packetarium XL and the new Versatile Server Module: 'designed to reach parts of the network that other servers cannot reach.'
LRTV Huawei Video Resource Center
Bay Area Spark Meetup 2015

5|14|15   |   3:54   |   (0) comments


Developed in 2009, Apache Spark is a powerful open source processing engine built around speed, ease of use and sophisticated analytics. This spring, Huawei hosted a meetup for Spark developers and data scientists in Santa Clara, California. Light Reading spoke with organizers and attendees about Huawei's code contributions and long-term commitment to Spark.
LRTV Custom TV
The Transport SDN Buzz

5|12|15   |   06:01   |   (1) comment


Sterling Perrin, senior analyst at Heavy Reading, speaks with Peter Ashwood-Smith of Huawei and Guru Parulkar of ON.Lab about the evolution of transport SDN and the integration of technologies.
LRTV Custom TV
Next-Generation CCAP: Cisco cBR-8 Evolved CCAP

5|5|15   |   04:49   |   (0) comments


John Chapman, Cisco's CTO of Cable Access Business Unit and Cisco Fellow, explained the innovation design of Cisco's cBR-8, the industry's first Evolved CCAP, including DOCSIS 3.1 design from ground-up, distributed CCAP with Remote PHY and path to virtualization. Cisco's cBR-8 Evolved CCAP is the platform that will last through the transitions.
LRTV Custom TV
Meeting the Demands of Bandwidth & Service Group Growth

5|1|15   |   5:35   |   (0) comments


Jorge Salinger, Comcast's Vice President of Access Architecture, explains how DOCSIS 3.1 and multi-service CCAP can meet the demands of the bandwidth and service group growth.
LRTV Custom TV
DOCSIS 3.1: Transforming Cable From Hardware-Defined Network to Software-Defined Network

4|29|15   |   03:48   |   (0) comments


John Chapman, Cisco's CTO of Cable Access Business Unit and Cisco Fellow, explains how DOCSIS 3.1 can transform cable HFC network to a more agile software-defined network.
LRTV Huawei Video Resource Center
Predicting Traffic Patterns for Quality Mobile Broadband

4|29|15   |   6:45   |   (0) comments


Accessing information ubiquitously creates complexity and creates heavy traffic onto the network, especially at large-scale events like sporting events or festivals. In this video, Huawei's Mohammad Hussain speaks to experts about how to predict traffic and improve user experience during periods of heavy traffic.
Upcoming Live Events
June 8, 2015, Chicago, IL
June 9, 2015, Chicago, IL
June 9-10, 2015, Chicago, IL
June 10, 2015, Chicago, IL
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
All Upcoming Live Events
Infographics
Network functions virtualization (NFV) is not the easiest of topics to take on board, so here's a Light Reading infographic, developed following conversations with the folks at HP, that helps make sense of where NFV is taking the industry.
Hot Topics
Verizon Saves 60% Swapping Copper for Fiber
Sarah Thomas, Editorial Operations Director, 5/19/2015
Choosing a Technology Supplier? Consider Changing Your Selection Criteria
Steve Saunders, CEO and founder, Light Reading, 5/18/2015
Chattanooga Charts Killer Gigabit Apps
Mari Silbey, Senior Editor, Cable/Video, 5/20/2015
10 Alternate Uses for Tablets
Eryn Leavens, Copy Desk Editor, 5/22/2015
Smarter 'Dumb' TVs Will Drive OTT Adoption
Mari Silbey, Senior Editor, Cable/Video, 5/18/2015
Like Us on Facebook
Twitter Feed
Webinar Archive
BETWEEN THE CEOs - Executive Interviews
With 200 customers in 60 countries, Stockholm-based Net Insight has carved out a solid leadership position in one of the hottest vertical markets going in comms right now: helping service providers and broadcasters deliver video and other multimedia traffic over IP networks. How has Net Insight managed to achieve this success in the face of immense competition from the industry giants?
My ongoing interview tour of the leading minds of the telecom industry recently took me to Richardson, Texas, where I met with Rod Naphan, CTO and SVP, Solutions, ...
I recently popped down to Texas to chat with CEO Eric L. Pratt about his company, Taqua.
Cats with Phones