SBC Simplifies Names, Offerings

  |  December 10, 2002   |  Comments

The provider of voice, DSL and networking services brings its subsidiaries under a single brand to clear up any customer confusion and better compete with rivals at the national level.

SBC Communications , a provider of voice, high-speed data and networking services, is bringing its subsidiaries under a single brand to clear up any customer confusion and better compete with rivals at the national level.

Previously, the company marketed its services through regional brands SBC Ameritech, SBC Nevada Bell, SBC Pacific Bell and SBC Southwestern Bell.

"Adopting a single, unified SBC brand underscores our transformation from a collection of regional companies with separate identities into a national telecommunications leader with a single identity," SBC CEO Edward E. Whitacre Jr. said.

The strategy will be supported by print ads which begin tomorrow and TV spots beginning at the beginning of the year.

"Because awareness of SBC is already high among our customers and because we started phasing in SBC three years (ago), we do not need to spend much to introduce the brand change," SBC spokesman Larry Solomon told internetnews.com

An exception to the plan is Connecticut, where the SBC SNET brand lives on as stipulated in its merger agreement. SBC will also continue to offer wireless service through Cingular Wireless, its joint venture with BellSouth.

But more than a change in corporate stationary, the move, in conjunction with other initiatives, represents a national push on behalf of the San Antonio, Texas, company.

Last week, SBC purchased routing gear from Cisco to expand its Internet protocol network outside its 13-state base in the Southwest.

And two weeks ago, SBC standardized pricing for services such as frame relay , ATM and private line offerings to appeal to business who have multiple offices. A residential bundled service, called Total Connections, is also being offered in all SBC's areas.

SBC is also working to gain regulatory approval that would allow it to connect to 30 networks in markets including Boston, Miami and New York. The strategy could also yeild cost savings consolidates some call centers over the next two years.

Robert J. Rich, a vice president with Yankee Group, a Boston IT research firm, said the transition to a common brand is "an important step forward" for the company.

He noted that SBC has used mergers, acquisitions and partnerships (most notably its co-branded DSL service with Internet protal Yahoo) to transform itself from a "sleepy local telephone company" to a national player.

ClickZ Live San Francisco This Year's Premier Digital Marketing Event is #CZLSF
ClickZ Live San Francisco (Aug 11-14) brings together the industry's leading practitioners and marketing strategists to deliver 4 days of educational sessions and training workshops. From Data-Driven Marketing to Social, Mobile, Display, Search and Email, this year's comprehensive agenda will help you maximize your marketing efforts and ROI. Early Bird Rates available through Friday, July 18. Register now and save!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

Featured White Papers

BigDoor: The Marketers Guide to Customer Loyalty

The Marketer's Guide to Customer Loyalty
Customer loyalty is imperative to success, but fostering and maintaining loyalty takes a lot of work. This guide is here to help marketers build, execute, and maintain a successful loyalty initiative.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

Jobs

    • Financial Writer/Content Editor
      Financial Writer/Content Editor (The Sovereign Society) - Delray BeachDent Research, a growing financial publishing firm which provides cutting...
    • SEO Manager
      SEO Manager (Red Spot Interactive) - JupiterDue to  Red Spot Interactive's continued product and client successes, Red Spot Interactive...
    • Accountant
      Accountant (Agora Publishing) - BaltimoreAgora, Inc. an international publishing company located in the historical Mount Vernon district of Baltimore...