Exclusive: Lynx and Basilica in BT rebrand
Mid-market reseller brands join together to become BT Engage IT, with the aim of achieving further growth
After a lengthy integration process, BT Basilica and BT Lynx will re-brand on 1 April and hit the market as BT Engage IT.
BT acquired VARs Basilica and Lynx in the space of six weeks in 2007. Channel onlookers speculated then that the telecoms giant might look to create a single mid-market IT specialist.
This idea was given greater credence when former Basilica head Nick Gorringe was handed the reins of both firms last summer. Gorringe said the time was right to take a cohesive brand to market.
“We have worked extremely hard to integrate both companies into a single operating organisation,” he said. “We have created a company that has a greater depth of capability. Using BT’s reach we can now position ourselves with more clients than ever.”
Gorringe claimed the combined revenue of Basilica and Lynx had grown over the
past year and he was targeting further growth in 2009.
He stressed that the re-brand would not augur a change in strategy or key vendor
relationships.
“We are not changing what we do and will continue to do the things we do well,” he said. “We now have a joined-up entity with a value proposition that is second to none and a compelling go-to-market strategy.”
CRN understands the company is in the process of undertaking redundancy consultations with a number of staff. Gorringe added: “Any change to the operating structure of the business is not related to the re-branding.”
Clive Longbottom, service director at analyst Quocirca, claimed BT could now present a more united front to the mid-market.
He said: “The market needs a cohesive and focused group which can make sure its combined value proposition is attractive.”
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