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Topic # 148796 1-Jul-2014 11:08 Send private message

Just received:


Telecom confirms August 8 for Spark launch date
Telecom New Zealand announced today that it intends to change its name to Spark New Zealand, as signalled earlier this year, with effect from Friday 8 August 2014.

“Spark is much more than just a new name - it reflects enormous change underway in our business and in the world around us,” said Chief Executive Simon Moutter.

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

“Spark is a word that has life, energy and links to creativity, the modern tech economy and our desire to enable our customers to thrive – as we help unleash the potential in all New Zealanders.”

Mr Moutter said the transition to Spark is a massive undertaking with a vast number of underlying technology changes required as well as the more visible changes to branding and signage. While the change in legal entity names would be effective from August 8, some changes would be phased over a period of time to manage the transition in the best way for customers.

“The technical transition to Spark is extremely complex, especially with so many of our customer services revolving around digital connections via our networks or the internet,” Mr Moutter commented.

“Phasing in the changes is therefore the best way to reduce the risk of disruptions to customer services and to manage the transition cost-effectively. Throughout this transition period, the priority is to ensure customers continue to receive great service – regardless of whether the brand name visible to the customer is Spark, Telecom or Gen-i.”

Spark New Zealand will have the following core business units and brands:
  • Spark Home, Mobile and Business will be the new name for Telecom Retail, providing access to technology in new and innovative ways to help New Zealanders and New Zealand businesses move forward and reach their goals. It will operate under the Spark and Spark Business brands.
  • Spark Digital will be the new name for Gen-i, providing solutions for the rapidly evolving needs of business, enterprise and government customers as they meet the demands of an increasingly globalised, connected and mobile customer base. 
  • Spark Connect will be the new name for Telecom Connect, delivering the technology, products and processes to ensure great customer experiences and world-leading connectivity via the Spark Network.
  • Spark Wholesale will be the new name for Telecom Wholesale, utilising the Spark Network to provide a range of wholesale products to telecommunications retailers.

Spark Ventures will be the new name for Telecom Digital Ventures, accelerating the company’s future focus and pace of innovation, and delivering new services and businesses such as WiFi, Internet TV and Smart Data analytics.

The names of some other business units and brands will not change: these include Revera (business Cloud services); Skinny (mobile); Bigpipe (broadband); Qrious (data analytics); Lightbox (Internet TV); and Telecom New Zealand International.

Key market information in relation to the name changes of Telecom’s listed entities, and information on some of the other companies within the Telecom Group that are also making the change to Spark, is outlined below.






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  Reply # 1077861 1-Jul-2014 13:35 One person supports this post Send private message

Anyone taking a guess whether we'll see something significant happen as part of the initial launch - eg new products or services, new plans, etc?

Personally this is what I'm most interested in, I'm not too fussed for the appearance.

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  Reply # 1077868 1-Jul-2014 13:45 3 people support this post Send private message

I guess marketing and PR muppets needed something to do. What a pointless thing to do.




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  Reply # 1077909 1-Jul-2014 14:18 One person supports this post Send private message

Ugh, I still can't believe they are doing this. Such a stupid name, and for no good reason




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  Reply # 1077935 1-Jul-2014 14:38 Send private message

I am hopeful it will spark a revolution with their products and services offerings




Mike

 Interesting. You're afraid of insects and women. Ladybugs must render you catatonic.

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  Reply # 1077955 1-Jul-2014 14:55 Send private message

Maybe it will 'Spark' them into fixing their email system once and for all? Apart from their email system, I think they are a pretty good company these days with competitive products and services.

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  Reply # 1077962 1-Jul-2014 15:05 2 people support this post Send private message

ajobbins: Ugh, I still can't believe they are doing this. Such a stupid name, and for no good reason


Agreed, what a waste of time and money.

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  Reply # 1077964 1-Jul-2014 15:15 Send private message

meesham:
ajobbins: Ugh, I still can't believe they are doing this. Such a stupid name, and for no good reason


Agreed, what a waste of time and money.


Although it is not our money, unless you are a shareholder. But IMHO it is a bit excessive, when as a company their shareprice has dropped a lot. But I suppose if they want to compete they have to change the perception people have with the old name.

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  Reply # 1077966 1-Jul-2014 15:15 One person supports this post Send private message

Expanded 4G coverage would of been better than a superficial name change.

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  Reply # 1077970 1-Jul-2014 15:21 One person supports this post Send private message

I  believe it's a good move, refreshing the brand gives them the chance to move away from the old SOE image etc. After all is are Apple, Google bad names? 




Mike

 Interesting. You're afraid of insects and women. Ladybugs must render you catatonic.

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  Reply # 1078060 1-Jul-2014 16:46 Send private message

meesham:
ajobbins: Ugh, I still can't believe they are doing this. Such a stupid name, and for no good reason


Agreed, what a waste of time and money.


Was talking to some guys from Telecom on Friday.  They agree it's a complete waste of money.  They say  Moutter wants it to be his legacy..




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  Reply # 1078065 1-Jul-2014 16:49 2 people support this post Send private message

KiwiNZ: I  believe it's a good move, refreshing the brand gives them the chance to move away from the old SOE image etc. After all is are Apple, Google bad names? 

I think it is surprising how many people still think telecom is an SOE in some form. So this will hopefully change that.

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  Reply # 1078073 1-Jul-2014 17:04 3 people support this post Send private message

mattwnz: Although it is not our money, unless you are a shareholder. But IMHO it is a bit excessive, when as a company their shareprice has dropped a lot. But I suppose if they want to compete they have to change the perception people have with the old name.


Ultimately it's their customers that pay for this, not shareholders.




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  Reply # 1078083 1-Jul-2014 17:15 Send private message

ajobbins:
mattwnz: Although it is not our money, unless you are a shareholder. But IMHO it is a bit excessive, when as a company their shareprice has dropped a lot. But I suppose if they want to compete they have to change the perception people have with the old name.


Ultimately it's their customers that pay for this, not shareholders.


I cannot see this having an impact on pricing.




Mike

 Interesting. You're afraid of insects and women. Ladybugs must render you catatonic.

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  Reply # 1078092 1-Jul-2014 17:26 One person supports this post Send private message

KiwiNZ:
ajobbins:
mattwnz: Although it is not our money, unless you are a shareholder. But IMHO it is a bit excessive, when as a company their share price has dropped a lot. But I suppose if they want to compete they have to change the perception people have with the old name.


Ultimately it's their customers that pay for this, not shareholders.


I cannot see this having an impact on pricing.


Well, it's not like you are going to see an extra line on the bill for 'rebranding'. But I don't necessarily mean pay for it with extra charges - it may be that as a customer, you pay for it with reduced value somewhere else. 

Companies don't like to take hits to their bottom line for things like this. It makes shareholders grumpy. Even if there may be a long term benefit for them, Shareholders are often short term focused (As often are senior management who may be greatly rewarded by short term incentives.

What is the opportunity cost of the rebranding? And who benefits short and long term?

Short term, customers may miss out on new products or more competitive pricing in some areas as money goes into rebranding, but get no real value. Longer term, if the rebrand is successful, both shareholders and customers should benefit (But usually more so Shareholders)




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  Reply # 1078103 1-Jul-2014 17:31 Send private message

The rebranding is also part of a rejuvenation of products and new products. The move is refreshing. 




Mike

 Interesting. You're afraid of insects and women. Ladybugs must render you catatonic.

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