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Routing

Goodbye Redback

12:10 PM -- The Redback Networks Inc. brand name is being phased out, an Ericsson AB (Nasdaq: ERIC) spokeswoman confirms to Light Reading.

We'd had our suspicions. Recent materials about Redback's routers skipped the Redback name. (Ericsson executives didn't mind tossing the name about in conversation, though. Sometimes companies get really sensitive about that.)

At first, it looked like "Redback" would live on, as the name was featured in big ads all over Supercomm NXTcomm 2008. (You can see one example in the background here.)

I thought this picture summed up the relationship well.

As for why Ericsson would do this, let's face it: "Redback" isn't a household name in Silicon Valley, and Ericsson wants to strengthen its own brand here. (More on that in a later post.) The name will be remembered conversationally, just like TiMetra, but Ericsson has every reason to absorb it.

— Craig Matsumoto, West Coast Editor, Light Reading

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