CenturyLink rebrands itself as Lumen Applied sciences


CenturyLink has taken on a brand new id — Lumen Applied sciences — a reputation it says higher highlights the corporate’s future path and focus.
“Our persons are devoted to furthering human progress by means of expertise. Lumen is all about enabling the superb potential of our prospects, by using our expertise platform, our individuals, and {our relationships} with prospects and
companions,” mentioned Lumen CEO Jeff Storey, in a press release on the title change.
These round awhile could bear in mind Mountain Bell, the native cellphone firm, which grew to become US West in an anti-trust spin-off from AT&T. Qwest Communications Worldwide, an up and coming fiber-optic community, acquired the a lot bigger US West, solely to get into hassle with regulators, leaving it a weak goal for CenturyLink, a conventional cellphone supplier out of Louisiana, after the tech and telecom growth went bust.
Now, one other new title and brand will go up on the corporate’s buildings throughout the metro space. It isn’t due to one massive acquisition, however somewhat a bunch of smaller ones. Exterior of these name-changing transactions, the corporate has made dozens of different ones, small and large, akin to Broomfield-based Degree three Communications. Together with inside software program improvements, they’ve given Lumen the flexibility to offer enterprise prospects with a wide range of providers in a wide range of areas.
Lumen is a measure of the brightness of sunshine, and the corporate’s aggressive benefit this century has come from its large fiber community, stretching 450,000 route miles. That has helped CenturyLink survive at the same time as customers lower their residence cellphone strains in favor of wi-fi suppliers and switched off DSL in favor of quicker options.
However transporting mild alerts may also be a commodity service. Lumen is now pushing to supply extra higher-value functions and enterprise providers on to its prospects, mirrored within the firm’s new motto: “The Platform for Superb Issues.”

Sensible cities, retail and industrial robotics, real-time digital collaboration and automatic factories are among the functions that Lumen believes it could possibly assist prospects obtain in what it and others name the 4th Industrial Revolution. Steam energy, electrical energy after which the pc chip all pushed financial progress, and now the melding of the digital and bodily worlds that connectivity permits is doing the identical, mentioned Shaun Andrews, Lumen’s chief advertising officer.
That’s the future path, the place the corporate sees the best potential for progress and new revenues. However Andrews emphasised that residential and small enterprise customers will nonetheless take care of CenturyLink, a model executives consider nonetheless has worth twenty years into the brand new century. It’s the title that can proceed to indicate up on residential prospects’ payments. CenturyLink Area in Seattle will retain its title.
One other new entity, Quantum Fiber, will deal with the residential and small enterprise transition to digital as the corporate rolls out extra fiber-optic connections on to properties and companies. The corporate added capability to achieve about 300,000 properties and small companies final yr with gigabit service and plans to achieve one other 400,000 this yr, based on Fierce Telecom.
Andrews mentioned the title change gained’t embody a relocation to Denver of the company headquarters, which is able to stay in Monroe, La., residence of the unique CenturyLink. Of the corporate’s 40,000 staff globally, 5,800 are primarily based in Colorado, and metro Denver stays an essential hub of operations, particularly those that Lumen will emphasize.
The corporate will change its ticker image from CTL to LUMN on Sept. 18 as a part of the rebranding.


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