Telecompetitor reports on CenturyLink’s changes in name and focus…
CenturyLink unveiled a new branding strategy today, effectively breaking itself into two brands. The company introduced Lumen Technologies, or just Lumen, as its new brand for its largest business segment, enterprise and wholesale.
The CenturyLink brand will remain and will represent the company’s legacy residential and small business segments. Although, CenturyLink is also introducing a new brand for that unit, Quantum Fiber, for its growing FTTH network. Confused yet?
I think most readers will be most interested in what’s happening with residential services…
CenturyLink and Quantum Fiber will now be the face for residential subscribers. There has been some speculation that CenturyLink is looking to sell its residential and small business unit. This move might add some fuel to that speculation.
CenturyLink’s FTTH footprint is rather small, when compared to its entire residential footprint. It’s not entirely clear what the Quantum Fiber strategy will be. On a FAQ section on the company’s website, an explanation of Quantum Fiber is outlined as the following:
“Quantum Fiber will be coming soon to markets where we offer superior fiber-based internet services. Specific, market-level roll out plans are still in development. Eligible customers will be notified when services become available in their area.”
The website goes on to say Quantum Fiber will eventually be available in all markets where CenturyLink offers fiber-based internet services, but specific market roll out plans are under development.
Does that mean Quantum Fiber is simply the new name for CenturyLink’s FTTH service, or does it mean the company intends to expand Quantum Fiber into new markets? Or both? Hard to tell. I guess we’ll find out, assuming Lumen doesn’t spin off CenturyLink and Quantum Fiber.