Rackspace rebrands for major multi-cloud push


Rackspace is ushering in a four-point plan to transform its business into a multi-cloud specialist under the name Rackspace Technology.

The move follows a series of acquisitions and partnerships that have helped bolster the companies' services.

The four areas focus on cloud optimisation, security, cloud-native enablement and data modernisation, and the name change is the culmination of the company's transformation over the past year, led by CEO Kevin Jones.

"Our technical acumen with the world's leading cloud technologies - across apps, data and security - empowers our customers to build new revenue streams, increase efficiency, and create incredible experiences," Jones said.

"Our new name, mission and multi-cloud solutions better represent the full value we bring to market. Our mission is simple. Embrace technology. Empower customers. Deliver the future."

Under its new branding, the company will offer multi-cloud services. These include cloud optimisation that improves cost and performance, cloud security with compliance services for enterprise cloud customers, cloud-native enablement which accelerates multi-cloud transformation with cloud-native application and data, and finally, a data modernisation service that aims to help customers make predictive, data-driven decisions and increase the return of investment with data analytics.

In terms of value for money, Rackspace has already shown it can usher in multi-cloud transformations at low costs, according to Wyndham Hotels & Resorts.

"Our first year of savings with Rackspace was in the 40-45% range versus our historical run costs. As we've continued to optimise, our second and third year of savings will be more than 60%," said Scott Strickland, EVP & CIO, Wyndham Hotels & Resorts.

"Rackspace has been a tremendous partner, and their strategic shift to double down on new multi-cloud solutions addresses our long-term business needs."

This is also the latest in a string of name changes for the tech firm. It was previously known as Rackspace.com, Rackspace Managed Hosting, Rackspace Hosting and, most recently, simply Rackspace.

Bobby Hellard

Bobby Hellard is ITPro's Reviews Editor and has worked on CloudPro and ChannelPro since 2018. In his time at ITPro, Bobby has covered stories for all the major technology companies, such as Apple, Microsoft, Amazon and Facebook, and regularly attends industry-leading events such as AWS Re:Invent and Google Cloud Next.

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