HdS puts faith in truth
- 07 December, 2005 22:00
NEW Zealand success story Hosting and Datacentre Services (HdS) is no more.
Following HdS’s recent buyout of minority shareholder Hitachi Data Systems (HDS) it has rebranded to Revera.
“With a few exceptions, IT company names are passionless and hard to remember. Our recent past three-letter acronym was a triumph of IT over good marketing, made worse by its easy confusion with our recent past shareholder HDS,” says Revera CEO Wayne Norrie.
Norrie says the new name, which is the Latin term for ‘in truth’, is memorable for its simplicity and designed to reflect the company’s role as a highly trusted guardian of customer information.
“I really like it because our whole business is built on trust. For a customer to hand over its IT infrastructure is a big thing and requires trust and honesty. That’s what Revera prides itself on.”
Norrie admits HdS was an effective brand but says the buyout was a catalyst for change.
“Although the Hitachi product is brilliant there are one or two things not in the range and now Revera is in a position to resell other storage products.”
Over 70% of Revera’s revenue is derived from hosting services and Norrie says the HdS brand wasn’t helping.
“HdS won a lot of awards recently and I don’t think anyone managed to get the name right. The market was telling us it was time to change and for us it was a case of sooner rather than later, otherwise it would have been more costly.”
Personally Norrie is delighted with the new name because, he says, Revera has a positive connotation.
“It resonates in the brain somewhere and not all brands do that. Revera stands for high-integrity IT infrastructure.”
He says his company’s success stems from a unique services model that puts independent utility IT infrastructure services within reach of mid-market companies.
“The big names that offer these services don’t fit snugly in the New Zealand market. Many mid-sized companies don’t feel confident enough to knock on the door of a big multi-national.”