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Polycom Corporate Branding Shifts Focus To Software

May 25, 2012 | Hogan Keyser
polycom_logo_new_may2012.pngMay 24, 2012 by Chad Berndtson -- Hoping to position itself as a software-centric video collaboration company less tethered to its hardware roots, Polycom on Thursday confirmed the first major branding change in its 22-year history, including a new corporate logo. Along with the brand change comes a marketing blitz that will include a slate of training and marketing resources for Polycom channel partners.

Much is changing at Polycom, which has a largely new executive team since Andy Miller took over as CEO in 2010. In addition to its core videoconferencing and unified communications products, Polycom in the past year has sought to expand what it can offer customers in areas such as video management software and mobile UC, with an emphasis on driving those products -- and increased services opportunities -- through its roughly 7,000 solution providers.

The brand change -- partly a shift from thinking about video in terms of endpoints to thinking about it in terms of collaboration software -- is designed to reflect that, said Kate Hutchinson, Polycom's chief marketing officer.

As part of its overall corporate shift, Polycom has de-emphasized businesses like its wireless handsets, which it plans to divest to an affiliate of Sun Capital Partners. It has also strengthened ties with strategic vendor partners like Microsoft (NSDQ:MSFT), Hewlett Packard (NYSE:HPQ) and Juniper to counteract not only Cisco (NSDQ:CSCO), which dominates the global enterprise video market, but also channel savvy up-and-comers such as LifeSize Communications and Vidyo.

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