What's All the Hype Around HPE?

If Hewlett-Packard hoped to make things simpler by splitting itself into two companies with two different names, the telecom industry generally says it failed, according to Light Reading's latest, highly unscientific, reader poll.

The largest group of respondents at 39% said the creation of Hewlett Packard Enterprise as the entity selling enterprise and service provider technology doesn't really matter much -- they don't care about the name change, which also put the printer division under the simpler HP Inc. (NYSE: HPQ) moniker. (See Hewlett Packard Enterprise Is Born.)

Among those who seem to care, 29% said the name changes actually confuses things and makes them harder. Perhaps anything beyond the two simpler letters "HP" seems difficult in an industry obsessed with acronyms. Eleven percent would have preferred HP Cloud because, of course, everything's easier to understand when you put it into the cloud.

A frisky 21% opted for the cheeky response questioning whether this means printer ink will now come directly through the network.

To be fair, name changes are always tough at the start. "Alcatel-Lucent" didn't roll off the tongue out of the gate and even well established brands such as Verizon Communications Inc. (NYSE: VZ) were once odd new names that no one could remember how to spell. Obviously this is why Cisco Systems Inc. (Nasdaq: CSCO) buys dozens of companies and just brings them under the Cisco brand.

What HPE clearly needs is a major new branding campaign -- our sales staff will be in touch -- and to resign itself to rapidly becoming just HPE.

— Carol Wilson, Editor-at-Large, Light Reading

joshepmathews 1/10/2020 | 7:39:53 AM
Having issues with the printer driver I had not much idea about the hype around HPE but after reading this I got to know more. However, I would like to ask the ways to solve if the printer shows the driver is unavailable. I have been using the Brother printer for the past one year. Last week all of a sudden my printer started reflecting the above-mentioned message. I am really worried about it.                                                                                                                                                                                                                            
danielcawrey 1/8/2016 | 9:20:25 PM
Branding I don't think the branding of HPE is going to matter much for the time being – that entity relies on corporate customers who will get familiar with the name over time. Sure, I bet there will be a few campaigns here and there to make sure that the right people understand the naming convention, but we've all seen this before. It will work – over time. 
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