Strategic rebranding positions Macquarie Telecom for the future

November 11, 2004 - Macquarie Telecom today unveiled its new name and look designed to better reflect the company's unique positioning in the ICT convergence marketplace. A nationwide brand awareness campaign using the new look is scheduled to be rolled out in 2005.

“The new identity is part of our evolution from a telecommunications carrier to a provider of converged communications and data solutions,” said Macquarie Telecom national marketing manager, Denis Rowe. “Macquarie Telecom offers business and government customers the potential to integrate their voice, data, mobile and hosting requirements and the new brand identity helps us more effectively communicate this.”

Combined with the new Macquarie Telecom Metro Access Network also announced today, the new brand firmly places the company at the forefront of the convergence marketplace.

As part of its corporate evolution, the name Macquarie Corporate Telecommunications has become Macquarie Telecom and its old logo has given way to four overlapping circles representing the company's unique ability to integrate voice, data, mobile and hosting technologies.

The culmination of six months work with brand agency, Landini Associates, the new brand positioning and visual design system includes corporate identity, environmental graphics, website and application of the brand across all marketing and printed collateral.

Macquarie Telecom analysed market trends and directions and spoke with customers about their communications requirements prior to undertaking the rebranding. The results of the research, combined with an evaluation of the industry's path to convergence, played an important role in the development of the new brand.

“Customer needs such as manageability, transparency, consulting and reduced costs have moved us into an era of integration where voice, data, mobile and hosting converge,” said Rowe. “Macquarie Telecom is in the unique position of being able not only to effectively meet all these needs, but also encircle them with a high level of security and total accountability.”

Encompassing these product and service offerings, the new logo reinforces Macquarie Telecom's ability to be flexible, adapt to change and to deliver tailored, creative business solutions.

###

< Back to previous page

For more information:
Mandy Galmes
N2N Communications
02 9213 2302
agalmes@n2n.com.au

About Macquarie Telecom
Macquarie Telecom is a leading supplier of Information and Communications Technology (ICT) solutions – including voice, data, mobile and hosting – specialising in the business and government markets. The world class Intellicentre facility offers state-of-the-art hosting and security solutions. The Intellicentre is certified to BS 7799 and DSD Gateway security standards.

Macquarie Telecom provides services to more than 2,500 of the top companies in Australia and Asia, supporting more than one million business users at work every day. Founded in July 1992, it is one of Australasia's first deregulated telecommunications companies. It expanded its operation into Asia in 2000, and holds carrier licences in Australia, Singapore and Hong Kong.