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 Toronto On the heels of a fantastic event in New York City, ClickZ Live is taking the fun and learning to Toronto, June 23-25. With over 15 years' experience delivering industry-leading events, ClickZ Live offers an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

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

UPCOMING TRAINING

Featured White Papers

Gartner Magic Quadrant for Digital Commerce

Gartner Magic Quadrant for Digital Commerce
This Magic Quadrant examines leading digital commerce platforms that enable organizations to build digital commerce sites. These commerce platforms facilitate purchasing transactions over the Web, and support the creation and continuing development of an online relationship with a consumer.

Paid Search in the Mobile Era

Paid Search in the Mobile Era
Google reports that paid search ads are currently driving 40+ million calls per month. Cost per click is increasing, paid search budgets are growing, and mobile continues to dominate. It's time to revamp old search strategies, reimagine stale best practices, and add new layers data to your analytics.

Jobs

    • SEO Specialist
      SEO Specialist (NJM Insurance Group) - West TrentonNew Jersey Manufacturers Insurance Company is an industry leader among its peers and the largest...
    • Paid Search / Search Engine Marketing (SEM, PPC) Specialist
      Paid Search / Search Engine Marketing (SEM, PPC) Specialist (HeBS Digital) - New York  JOB TITLE:        ...