Windstream unveils new enterprise and wholesale brand strategy

Windstream unveils new enterprise and wholesale brand strategy

Windstream has launched new brands for its enterprise and wholesale business a year after it completed its acquisition of EarthLink.

The Windstream Enterprise and Windstream Wholesale brands are part of the company’s transformation and focus away from traditional, legacy telecoms services.

Windstream acquired EarthLink for $1.1 billion in February 2017, gaining 145K route miles of fibre and a large enterprise and business customer base. This was soon followed with a $227.5 million acquisition of unified communications firm Broadview.

The rebranding comes as Windstream completes its integration of both EarthLink and Broadview’s services into its on cloud core architecture, allowing it to provide connectivity and transformation services to customers.

Windstream set out four key IT imperatives it can help business customers with: providing cloud connectivity, elevating customer experience, enabling employee collaboration, and enhancing security and compliance.

To meet this opportunity, Windstream made a significant financial investment to upgrade the company’s network and product portfolio, including significant advances in software-defined network capabilities and a new Cloud Core architecture.

“We are a fundamentally different company today than we were a year ago and we will continue to evolve,” said Layne Levine, president of Windstream Enterprise and Wholesale. “We transformed our business model, creating a culture based on doing things differently and driving innovation in our own company so that we can help customers drive innovation and transformation in theirs.”

Levine added. “Our new brand identity is a manifestation of our disruptor mindset and our commitment to helping customers find solutions to address their most critical business challenges today and in the future.”

Windstream provides data networking, core transport, security, unified communications and managed services to mid-market, enterprise and wholesale customers. Services are delivered over multiple network platforms including a nationwide IP network, its proprietary cloud core architecture and on a local and long-haul fibre network spanning approximately 150,000 miles.

In December , the company announced plans to expand its SDN Orchestrated Waves (SDNow) transport service to 50 markets across the US.

“Enterprise IT is going through a tectonic shift, driven by rapid migration to the cloud and adoption of new technologies to address evolving customer needs,” said Joseph Harding, executive vice president and chief marketing officer of Windstream Enterprise and Wholesale. 

“This transformation directly addresses the specific challenges facing businesses today who’ve learned that conventional approaches can’t keep pace with the requirements of the digital economy.

“Our response to this is to distinguish ourselves in our understanding of the unique needs of our business customers and in our agility in how we respond. We have transformed our product portfolio, our network and the customer experience to deliver on this.”

Its acquisition spree continued into 2018, as Windstream is set to acquire New York-based Mass Communications (MassComm) in an all-cash transaction, according to an FCC filing.

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