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Topic # 140818 21-Feb-2014 08:41 Send private message

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Telecom changing its name to Spark

Rebrand is latest in series of changes that are resetting the company for the digital future


Telecom intends to change its name later this year to Spark, marking the next step in a series of far-reaching changes the company has made during the past year.

Telecom Chief Executive Simon Moutter said Spark better reflects the company’s new direction and the aspirations it has for its place in the life of New Zealanders.

“As a company we’ve moved far beyond the home telephone. Spark better represents what we are today – it is all about digital services, fibre, mobile, data, cloud, entertainment, apps, or whatever new technology is around the corner.  

“Spark is a word that has life and energy, and links to the creativity of New Zealanders, the modern tech economy and our desire to enable our customers to thrive. It will carry with it our widely recognised logo, which is generally referred to as the ‘spark’.”

The change was announced as part of Telecom’s half-year results, which showed the company gaining 200,000 mobile customers in the past 12 months and announcing a new cutting edge internet-delivered TV and movie service called ShowmeTV.

“The upcoming launch of ShowmeTV offers all New Zealanders an exciting new choice about how to get their home entertainment, which we think represents the future of how people will access content. It’s a great example of how this company is changing by delivering the sorts of new services our customers want,” said Mr Moutter.

Last year, Telecom undertook a number of bold steps, including:

  • launching its 4G mobile data network, available to its customers at no extra charge – and underpinned by a brand-new core data network using state-of-the-art optical transport technology;
  • revamping phone booths into a nationwide network of public WiFi hotspots to give customers even better connections when out and about, and enhance the value of mobility solutions for business clients;
  • launching new generation Ultra Fibre services on the government-supported Ultra-Fast Broadband (UFB) network, and faster VDSL broadband over the existing copper network for customers not connected to UFB;
  • through its Gen-i unit, becoming a leader in Cloud services for business and government customers, purchasing IT infrastructure and data centre specialist Revera and building new data centres in Auckland, Wellington, Christchurch and Dunedin;
  • winning the contract to build a 21st century online educational platform for New Zealand schools to maximise the digital opportunities created by the UFB rollout under the Government’s Network for Learning initiative;
  • using digital technology to encourage Kiwi generosity and revolutionise the giving sector –creating New Zealand’s first zero-fees online fundraising platform for charities and worthy causes through the Telecom Foundation’s purchase of fast-growing local startup Givealittle;
  • committing a further $149 million to become the biggest player in the newly available 700 MHz band radio spectrum, enhancing the efficient rollout of 4G mobile data services to rural New Zealand.
  • exiting the Australian market to focus on building a better technology future for New Zealand.

“We’re operating at a faster pace than in the past and we have to appeal to a broader range of customers in a competitive market place. Our successful initiatives in 4G mobile, fibre, WiFi, cloud services and applications have given us new momentum,” said Mr Moutter.

“When we embarked on this journey, we knew that at some point we would likely move beyond the Telecom name – to something that better reflects what our customers expect from us. Last year we gave our mass-market brand a colour and style refresh to reflect the changes we had already made as a business – and customers have responded positively.

“We’ve now decided to take the next step. We believe Spark symbolises what we are now - a confident, forward-looking technology company that helps people to connect, engage and share their lives in amazing ways, and helps businesses to compete and prosper in the digital age.

“Spark will be the new face of our company, focused on ensuring that everyone can live, work and play in more amazing ways. In the city, at the beach, at home, on the farm. From Otara to Otorohanga, from Omaha to Oamaru.”

Spark Digital Solutions will be the new name for Gen-i, providing solutions for the rapidly evolving needs of business, enterprise and government clients as they meet the demands of an increasingly globalised, connected and mobile customer base.

Spark Ventures will be the new name for Telecom Digital Ventures and will be focused on accelerating the company’s future focus, delivering connected digital experiences that customers love and applications such as Smart Data analytics that will power tomorrow’s successful businesses.

Spark New Zealand Limited is intended to be the new name for the parent company, Telecom Corporation of New Zealand Limited.

Until the name change takes place later this year, the company will continue to trade as Telecom and Gen-i.

“Technology-enabled digital services are changing the world. We will have succeeded when Spark is seen as an indispensable part of people’s everyday life and we are helping to unleash New Zealand’s potential,” said Mr Moutter.

For more information visit www.telecom.co.nz/sparkshould 







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  Reply # 991567 21-Feb-2014 08:42 4 people support this post Send private message

I expect an update to my Geekzone flag immediately :)




I work for Spark, but as always my views are my own.

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  Reply # 991570 21-Feb-2014 08:45 2 people support this post Send private message

Do people really call their logo a a 'Spark'?

An Asterisk maybe, definitely not a Spark.





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  Reply # 991572 21-Feb-2014 08:46 2 people support this post Send private message

Just wanted to say: totally called it.

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  Reply # 991573 21-Feb-2014 08:46 7 people support this post Send private message

Scribble would be more like it.

Another gazillion dollars in rebranding

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  Reply # 991590 21-Feb-2014 08:51 6 people support this post Send private message

The URL isn't working... Is it out of spark??




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  Reply # 991591 21-Feb-2014 08:52 5 people support this post Send private message

Cincal view: spend the millions wasted on rebranding to give customers better value.

I actually think there is still a lot of customers out there that better identify with Telecom and trust them based on that.

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  Reply # 991593 21-Feb-2014 08:54 5 people support this post Send private message

The name Telecom has been around for many years, when I think of just the word I think of the old marketing campaign with the dog, think his name was spot?

Anyway all Kiwis know "Telecom". Soon it will be Spark and Vodafone, people may ask what happened to Telecom, not realising the change in name and just go to VF because Spark could be seen as the new kid on the block, where VF has been around for longer and could be seen as more trusted.

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  Reply # 991594 21-Feb-2014 08:54 2 people support this post Send private message

IMHO opinion, this is bigger news. :D

announcing a new cutting edge internet-delivered TV and movie service called ShowmeTV.

“The upcoming launch of ShowmeTV offers all New Zealanders an exciting new choice about how to get their home entertainment, which we think represents the future of how people will access content. It’s a great example of how this company is changing by delivering the sorts of new services our customers want,” said Mr Moutter.




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  Reply # 991598 21-Feb-2014 08:57 4 people support this post Send private message

Good opportunity for Telecom -- sorry, Spark -- to bring email hosting back in-house with the domain @spark.net.nz for all new customers with the option for existing Xtra customers on the yahoo platform to migrate over with a redirection in place. Erase the taste of email disaster.

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  Reply # 991601 21-Feb-2014 08:59 One person supports this post Send private message

steve98: Good opportunity for Telecom -- sorry, Spark -- to bring email hosting back in-house with the domain @spark.net.nz for all new customers with the option for existing Xtra customers on the yahoo platform to migrate over with a redirection in place. Erase the taste of email disaster.


Only thing is. @spark.net.nz is taken.




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  Reply # 991602 21-Feb-2014 09:01 Send private message

Finch: The name Telecom has been around for many years, when I think of just the word I think of the old marketing campaign with the dog, think his name was spot?
.


Now his name is Sparky

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  Reply # 991609 21-Feb-2014 09:06 Send private message

kiwitrc:
Finch: The name Telecom has been around for many years, when I think of just the word I think of the old marketing campaign with the dog, think his name was spot?
.


Now his name is Sparky


Here's Sparky.





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  Reply # 991610 21-Feb-2014 09:07 Send private message

kiwitrc:
Finch: The name Telecom has been around for many years, when I think of just the word I think of the old marketing campaign with the dog, think his name was spot?
.


Now his name is Sparky


Insert drum sting here.

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  Reply # 991613 21-Feb-2014 09:08 One person supports this post Send private message

I've always found Telecom to be a very "bland" name... it's a telecommunications company (a telecom) called Telecom. Personally I think that Spark is an improvement.

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  Reply # 991614 21-Feb-2014 09:09 One person supports this post Send private message

Not the first time a big company changed their name and have become just as recognisable, if not more . Vodafone and fonterra for example.

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