Business Management

Snapshot: Goodbye Siemens Enterprise Communications, Hello Unify

Siemens Enterprise Communications has rebranded as "Unify" today as it attempts to crack what it sees as a new opportunity in the collaboration and comms space.
Earlier this year the firm began talking up Project Ansible, a rich unified communications service designed to be as simple to operate and as fast as a science-fiction device. The project caused a stir among industry watchers with Michael Brandenburg of analyst Frost & Sullivan saying “it redefines how I want to interact, communicate and collaborate as part of daily work.”

The renaming will be followed in the second half of 2014 with the release of services based on the project.

The rebrand has been led by chief marketing officer Chris Hummel who said that a name change was always on the cards after Siemens Enterprise Communications was created five years ago by private-equity firm The Gores Group and German electronics giant Siemens AG. Although Siemens has a powerful brand (the 45th most potent of any company, according to Interbrand) the name was only licensed as a temporary arrangement.

Hummel said the day was “a momentous event in our history”.

“The primary problem with communication is that we are spending too much time orchestrating and administering the work rather than doing it,” he added. Ansible is intended to fix that state of affairs with a “frictionless” approach for users whether in work mode or communicating in their personal lives.

Hummel said the new name, logo and messaging were designed to make the company “more like a new media company”. It was influenced by many examples including the rise of Accenture post-Andersen Consulting.

Hummel said Unify marketing would be “edgy” and feature viral, rich content.


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Martin Veitch

Martin Veitch is Contributing Editor for IDG Connect

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