Ericsson
Media Solutions will now be known as MediaKind, as the Swedish vendor
looks to revamp the unit following recent uncertainty.
In
a press event held in London today (10 July), the company unveiled a
new name and brand identity for the unit, which is effective
immediately.
MediaKind
is “designed to embody the concept that media should inspire and
unite humankind”, said the company.
Ericsson
held on to a 49 percent stake in its media business at the start
of this year, following a review of its options for the unit in 2017,
with One Equity Partners becoming the majority owner.
The
vendor said the rebranded MediaKind would now look to lead “the
future of global media technology” and be the “first choice”
for service providers, operators, content owners and broadcasters
looking to create and deliver immersive media experiences”.
Angel
Ruiz will head up the unit as CEO: he said the company was “uniquely
positioned to help shape and lead the future of global media
technology”.
As
part of the unveiling, the company also announced a new management
team consisting of 11 executives, including Ruiz.
Ericsson
said MediaKind has a customer base of more than 900, consisting of
cable, satellite, telecoms service providers and broadcasters around
the world.
Responding
to the news, Paolo Pescatore, technology, media and telecoms analyst,
said the rebrand represents a “new start” for the business
following recent struggles, but warned there will be no more second
chances.
“Arguably,
the unit should be well placed to exploit the opportunities in
convergence underpinned by the growing demand for video usage. The
equity firm can ensure a commercially minded focus, while it can
still rely on Ericsson’s vast technical expertise and huge
connections to thrive,” he said.
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