Cisco rebrands in attempt to emphasise its extended focus

Networking and convergence vendor rolls out marketing campaign in Gulf region following increased corporate focus on the home and small business environments

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By  Published  October 31, 2006

Cisco has introduced a new brand and logo to accompany its recent shift towards the consumer market, but insists it is not deserting customers in the enterprise sector.

The company has dropped the word ‘Systems’ from its name, and introduced a new variant on the older logo design based around San Francisco’s Golden Gate Bridge.

The vendor expects to spend more than US$1m marketing the brand between now and February 2007, with around US$300,000 to be spent in the UAE and the remainder going to the other Gulf countries and Pakistan.

Fadi Kachkouche, regional marketing manager for Cisco Gulf and Pakistan, denied the vendor was leaving its enterprise customers behind, and said Cisco was as committed as ever to its larger customers.

“We are not going to change the products we are offering — we will offer the same families of routing and switching solutions that we have, but we will be pushing more unified communications,” he said.

“For example, we will be pushing more work like telepresence — the latest video conferencing solutions — and we will be pushing our Linksys and consumer products more.”

With additional focus on home connectivity and wireless products to come as well, Kachkouche acknowledged that the company would be spreading its attentions from the enterprise sector: “We are absolutely diversifying out from the enterprise field, one hundred per cent.

The enterprise work will still be there, but Cisco is diversifying because we’re touching people’s lives everywhere and we’re widening our revenue base.”

Divisions such as the recently-acquired Scientific Atlanta set-top box business, as well as more established Cisco brands such as Linksys, will now be at the fore of the vendor’s marketing efforts.

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