Cisco executives have been up-front this year about phasing out the LinkSys name. CEO John Chambers mentioned it at NXTcomm, and I thought I'd heard him say it earlier in the year, possibly as early as CES.
The whole idea, of course, is to promote Cisco's own name as a brand, getting consumers to know the company not for its routers, but for its role in delivering video. That's also part of the reason behind the whole Cisco Field project.
Shareholders might well wonder how much the branding effort will cost Cisco. They might also look back at the Intel Corp. (Nasdaq: INTC) "Intel Inside" campaign as precedent that this can work.
The Scientific Atlanta name is going away too, eventually. Chambers says consumers just aren't familiar with the name to begin with, so it won't get the kind of grace period LinkSys did.
— Craig Matsumoto, West Coast Editor, Light Reading