Cogeco Peer 1 shows adaptability with rebranding

Hosting specialist will become Aptum Technologies as it looks to chart a fresh course under the ownership of Digital Colony

Hosting player Cogeco Peer 1 has decided that in the wake of its acquisition by Digital Colony in April it is changing its name to Aptum Technologies.

The new branding is derived from Latin roots and refers to adaptability and was chosen because the frm wanted to highlight its ability to react to different market conditions.

Susan Bowen, Cogeco Peer 1 CEO, said that the change in branding would not impact its relationships with channel partners.

"We recently conducted some work to increase channel revenue across out business and identified some key areas where there is an opportunity," she said.

"Unlike other companies that will give an over view of their portfolio and say, 'here you are now go out to market and sell it', we will continue to help our partners uncover opportunities in their customer base and then support them in sales engagement," she added.

Bowen added that the brand change was coming on the back of two decades of established reputation helping customer store, manage, move and secure their data and none of that would be lost as the firm started life as Aptum.

"We will continue to do what we do best - enable our customers to adapt rapidly to complex business challenges by unlocking the potential of their data infrastructure. Our parent company, Digital Colony, is focused on investing in digital infrastructure and will help us scale our operations as we grow," she said.

The firm chose the rebranding to underline its adaptability with the launch of a couple of new services – managed AWS services and an expansion of its Cloud Connect offering to support more flavours of hosted platforms.

Bowen said that it would continue to adapt to the changing needs of customers and was keeping an eye on some of the big technologies that would impact users in the near future.

“Technologies like Big Data, artificial intelligence and 5G are transforming our industry and our new name reflects the fact we’re adapting to help our customers take full advantages of these innovations,” said Bowen.

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