Why Rackspace rebranded, elevated multi-cloud services

Rackspace once more has a new identify. The company claims the modify isn’t really reflective of an identity crisis, but relatively to illustrate that it can aid companies fulfill broad-ranging cloud requirements.

Now identified as Rackspace Technologies, the rebranding — the fifth in the firm’s 22-year history — aims to show how it is extra than a managed hosting service provider, in accordance to its main solutions officer Matt Stoyka.

“It allows differentiate us when holding on to the Rackspace legacy,” Stoyka reported. “It is really a excellent way to encapsulate our solution state of mind.”

As component of its rebranding, Rackspace Technologies also this thirty day period introduced four multi-cloud products and services intended to give its prospects a “complete” way to advance their digital transformation targets, Stoyka reported. The four products and services usually are not completely new to the company, but Rackspace Technologies is now emphasizing them to permit prospective consumers know what they have been missing, he reported.

“We have these abilities, but we are doing the job really hard to have extra crystal clear messages to prospects and put emphasis on the great accomplishment we have had,” Stoyka reported.

Multi-cloud drivers chart
Vital motorists for multi-cloud

According to Stoyka, the four multi-cloud products and services are the next:

  • Cloud Optimization, advisory products and services that intention to aid prospects make improvements to cloud charges and efficiency in a transforming marketplace
  • Cloud Stability, which presents know-how on how to keep cloud and business compliance
  • Cloud Indigenous Enablement, which appears to be to aid customers’ transformation to a multi-cloud infrastructure so they can get edge of cloud-native programs and a DevOps tradition and
  • Facts Modernization, products and services that aid businesses make the most of AI, equipment studying and predictive studying, so they can make improvements to operations and monetize their knowledge, he reported.

Rackspace Technologies nonetheless offers managed community and personal cloud products and services, but businesses more and more want to create a multi-cloud infrastructure to change workloads and knowledge to distinct clouds that match their requirements, Stoyka reported.

Launched in 1998, the company has been identified as Rackspace.com, Rackspace Managed Internet hosting, Rackspace Internet hosting and, most just lately, Rackspace. The San Antonio company very last year ordered Onica, an AWS partner, and in 2018 acquired RelationEdge, a Salesforce consulting partner.

The dozen acquisitions in Rackspace Technology’s history have made the company what it is nowadays, Stoyka reported, but the Onica and RelationEdge discounts established up the company to concentration on advising companies how to make comprehensive use of cloud. Rackspace Technologies, he reported, is incorporating the most effective concepts of these two companies’ consultative and advisory methods to inform its tactics.