Integra Telecom Drops 'Telecom'

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CHANNEL PARTNERSIntegra Telecom (Booth 2016 and an Executive Sponsor) has a new name: Integra.

The competitive service provider has rebranded, complete with a new logo and tagline: “Technology you trust. People you know."

“The past 18 months represent a meaningful evolution in Integra’s business strategy," said Joseph Harding, Integra’s senior vice president of marketing. "We are now better positioned than ever to address the needs of larger business customers...as demonstrated by recent business results. Our new brand identity reflects this evolution, while also serving to reinforce what has been a core principle of this business from the very start: our commitment to delivering an exceptional customer experience characterized by a more personalized and responsive service model."

The changes come after Integra in 2012 strengthened its quarterly earnings, signed a primary equity partner and added a number of new products, including Ethernet services, wavelengths, hosted voice, cloud firewall and more. Above all, the company has been moving up-market, away from small customers, just as many of its partners have been doing.

That's one reason why it was time to do away with the "Telecom" moniker, Integra said. The company is shedding a too-narrow definition of its focus, marking the first significant change to the brand since its original launch in 1998, Harding said.

"Our business model has evolved considerably from where we were then," he said.

Stop by the Integra booth to see the new logo and get a glimpse of the upcoming new website.

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