Overture caps off Hatteras Networks integration with new branding message

With the former Ethernet over Copper (EoC) vendor Hatteras now firmly in its pocket, Overture Networks is polishing up its brand.

As part of the rebranding initiative, the carrier Ethernet vendor has revealed an updated company logo, in addition to a new value proposition, simplified product naming and a new Overture blog on its website.

The rebranding focuses on three primary messages: being reliable, making it easy, and arming customers to compete by delivering Ethernet not only over native fiber, but also over TDM and copper facilities. Complementing the access solutions will be its Management system that lets service provider's provision services and troubleshoot issues.

"The new brand actually caps off the integration of Hatteras and Overture," said Jeff Reedy, CEO of Overture Networks. "It really is an important statement of our values and reputation. We actually went through a process of talking to customers and asking them what they think of when they think of Overture."

Since Overture and Hatteras had a large set of products, new and existing customers will be able to view what the vendor says is a "simplified, more intuitive product naming and product families providing more clarity for customers."

Already having a well-established presence in the U.S., Reedy said that another major goal of the company will to be on expanding its customer presence in key international markets.  

"We've always done well in the United States, but we are now focusing on market expansion outside the U.S. in Canada, Latin America, Europe and Asia Pacific," Reedy said. "We have a few benchmark customers in each of those regions so we feel we know the success formula and we want to build on that."

Inside the U.S., Reedy added that it "will enhance its channel programs to reach every single service provider out there that wants to deliver Ethernet services."

In addition to expanding its market reach, the vendor plans on developing a host of new software tools for its customers.

"We are developing software with advanced service management techniques like Zero touch that enable the service providers to move towards a software-defined network that can be responsive to the changing environment with the advent cloud-based services and more dynamic bandwidth management," Reedy said. "As the entrance to that network, we think you need a smart onramp into the network in order to make that happen."

For more:
- see the release

Related articles:
Kevin Sheehan, Matt Squire to leave Overture Networks
Overture and Hatteras complete merger
Overture, Hatteras Networks merge to create a larger Ethernet aggregation, access vendor
Overture-Hatteras marriage is all about closing the Ethernet fiber gap

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