Branding

Cloud

Kemp expands automation and predictive analytics beyond ADC as part of branding reorientation around customer experience

February 20, 2019 Mark Cox Comments Off on Kemp expands automation and predictive analytics beyond ADC as part of branding reorientation around customer experience
Kemp extends the automation it provided previously, including adding the ability to provide alerts about other part of the stack than their vADCs.

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Networking

Netsurion announces BranchSDO ‘branch network in a box’ for sub-150 seat market

February 5, 2019 Mark Cox Comments Off on Netsurion announces BranchSDO ‘branch network in a box’ for sub-150 seat market
BranchSDO becomes Netsurion’s new flagship product, although the company emphasizes that it won’t lose focus on its managed firewall business and larger customers.

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Marketing

Avaya to do more joint marketing programs with partners in expanded and more aggressive marketing strategy

January 22, 2019 Mark Cox Comments Off on Avaya to do more joint marketing programs with partners in expanded and more aggressive marketing strategy
Avaya has announced a new branding initiative in which their solution offerings will be renamed more logically and by function. That’s only one part of where Avaya is going this year on the marketing front, however, with a more aggressive campaign than they have implemented before.

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Unified Communications

Avaya to phase out old product brand names as company rebrands portfolio around customer functionality

January 22, 2019 Mark Cox Comments Off on Avaya to phase out old product brand names as company rebrands portfolio around customer functionality
Avaya unveiled a key rebranding message at Engage, and while it is essentially a marketing exercise, it will see huge changes that the company believes will position it much better heading forward.

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Unified Communications

Avaya’s CEO emphasizes company has fundamentally transformed around embracing change and customer centrality

January 21, 2019 Mark Cox Comments Off on Avaya’s CEO emphasizes company has fundamentally transformed around embracing change and customer centrality
Jim Chirico kicked off Avaya’s Engage event in Austin by updating the company’s progress, and stressing that the company has reoriented its approach to the market and their customers.

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Backup

Axcient reborn with new brand and focus as eFolder name hits the shredder

November 15, 2018 Mark Cox Comments Off on Axcient reborn with new brand and focus as eFolder name hits the shredder
The new Axcient retains its 100 per cent channel commitment, something that old Axcient didn’t have before its 2017 acquisition by eFolder.

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Managed Services

IT Glue adds new functionality around custom SSL Branding, Office 365 licensing, and their Mobile App

November 13, 2018 Mark Cox Comments Off on IT Glue adds new functionality around custom SSL Branding, Office 365 licensing, and their Mobile App
The Custom SSL branding overcomes an issue where browsers give insecure warnings when the customer accesses IT Glue documents. Initially, the branding is just for public documents, but will eventually cover everything.

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Managed Services

RapidFire Tools rebrands upgraded internal threat detection tool as Cyber Hawk to help MSPs sell higher value services

July 18, 2018 Mark Cox Comments Off on RapidFire Tools rebrands upgraded internal threat detection tool as Cyber Hawk to help MSPs sell higher value services
RapidFire Tools has refocused and rebranded their Detector software appliance to better leverage its strengths for MSPs, which involve their being able to use it as the foundation of a higher-margin security practice.

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Backup

New product announcements at VeeamON secondary to new vision statement

May 17, 2018 Mark Cox Comments Off on New product announcements at VeeamON secondary to new vision statement
The major announcement was Veam DataLabs, which is an upgraded version of the old Veeam Virtual Labs repositioned to serve broader use cases. In that sense, this product announcement also fits into the articulation of the broader vision which is what this year’s VeeamON was all about.

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Marketing

ESET steps up partner marketing capabilities with new automated marketing centre

April 30, 2018 Mark Cox Comments Off on ESET steps up partner marketing capabilities with new automated marketing centre
While past ESET marketing materials have been static downloadable assets, this tool, designed by marketing automation company MindMatrix, fully automates campaigns, to make them easy to design, use and track.

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Security

Cofense – formerly PhishMe – moves to 100 per cent channel model

April 26, 2018 Mark Cox Comments Off on Cofense – formerly PhishMe – moves to 100 per cent channel model
Cofense offers a full suite of phishing products to address the phishing threat within a collective defense model, with a focus on the enterprise.

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Small Business

Ooma CEO says Voxter acquisition moves them up from small business VoIP, creates new channel plays

March 8, 2018 Mark Cox Comments Off on Ooma CEO says Voxter acquisition moves them up from small business VoIP, creates new channel plays
Ooma’s CEO Eric Stang discusses the implications of the deal with ChannelBuzz, including the likely impact on both the Ooma and Voxter solution provider channels.

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Backup

Commvault looks to set data protection gold standard through ScaleProtect with Cisco UCS

October 24, 2017 Mark Cox Comments Off on Commvault looks to set data protection gold standard through ScaleProtect with Cisco UCS
With ScaleProtect, Commvault looks to create a branding that has been as successful as the FlexPod brand has been for Cisco and NetApp.

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Unified Communications

Avaya unveils channel-only video conferencing and collaboration service

September 25, 2017 Mark Cox Comments Off on Avaya unveils channel-only video conferencing and collaboration service
Avaya Equinox Meetings Online is a rebranded and significantly upgraded updating of Avaya Live Video. It is a service which integrates well with on-prem video, and is aimed at the premium part of the market where video quality matters.

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Security

ESET continues brand-building efforts with new cybersecurity awareness certification

August 4, 2017 Mark Cox Comments Off on ESET continues brand-building efforts with new cybersecurity awareness certification
The new ESET CyberSecurity Awareness Training is provided free, and ESET partners are encouraged to have their customers make use of it.

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Cloud

Ivanti continues path to become ‘IT powerhouse’ with RES Software acquisition

July 6, 2017 Mark Cox 1
The RES brand will disappear, and its technology will be folded into the Ivanti service management and digital workspace businesses.

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Networking

TP-Link expanding brand recognition, market reach in Canada

April 25, 2017 Mark Cox Comments Off on TP-Link expanding brand recognition, market reach in Canada
TP-Link, which once sold pretty much exclusively into the consumer and small business spaces, has been expanding its enterprise-grade products, and having more success selling upmarket.

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Storage

Nexsan expands Unity portfolio with archiving box, desktop client

February 22, 2017 Mark Cox Comments Off on Nexsan expands Unity portfolio with archiving box, desktop client
Nexsan’s new Unity Active Archive is expected to have a much larger market than Nexsan’s Assureon archiving product, because of its ease of use and deployment, broader use cases, and attractive pricing.

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Channel Programs

HEAT platform to drive LANDESK MSP business in new company

January 5, 2017 Mark Cox Comments Off on HEAT platform to drive LANDESK MSP business in new company
LANDESK CEO Steve Daly, who will head the new firm created by merging LANDESK and HEAT, talks about how HEAT will enhance LANDESK’s service management business, especially on the MSP side. He also discusses integration issues, the new company’s strategy, and channel issues — as well as why the new firm will likely have a new name.

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Channel Programs

Salesforce stresses that rebranding of ISV program articulates partnering philosophy

October 5, 2016 Mark Cox Comments Off on Salesforce stresses that rebranding of ISV program articulates partnering philosophy
Salesforce is now calling its ISV partners App Innovation partners, and explained in some detail why new conceptions of customer value make the distinction important.

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