Riverbed Rebrands Networking Product Portfolio

Riverbed reported its first quarter fiscal 2014 results on April 29, showing revenue gains as the company repositions and rebrands its core network product portfolio.

For the first quarter of 2014, Riverbed reported revenue of $265 million for a 5 percent year-over-year gain. Net income was reported at $3.3 million, an improvement over the $8.1 million net loss that Riverbed reported for the first quarter of 2013.

Riverbed’s core business remains its application acceleration technologies, which generated 77 percent of total revenues. Riverbed Performance Management technology represented 23 percent of total first quarter revenue.

Jerry Kennelly, chairman and CEO of Riverbed, explained during his company’s earnings call with analysts that products are now in the process of being rebranded.

“In positioning our portfolio of products as a platform, we recognize the need for our product names to reflect that they are part of an interoperable system,” Kennelly said. “As a result, we are rebranding our products this quarter with new names.”

All of the new names are supposed to reinforce Riverbed’s core Steelhead product brand.

“Each product name will begin with steel, a word that signifies the strength in infrastructure and recognizes Riverbed’s heritage,” Kennelly said. “In the market, in general, the new steel-based product names portray Riverbed as one company selling one platform for a price of multiple products.”

Steelhead will remain the primary brand for WAN optimization product line under the rebranding effort. Earlier this month, Riverbed announced the SteelFusion product brand, which is the renamed version of the Granite branch converged infrastructure product.

Riverbed’s Stingray virtual application delivery controller will be renamed to Riverbed SteelApp. The Stingray product line came to Riverbed in 2011 by way of the acquisitions of Zeus and Aptimize.

The Whitewater cloud storage gateway will be rebranded as Riverbed SteelStore. Whitewater first debuted in 2010 as an asymmetrical cloud acceleration and storage technology.

Riverbed’s Performance Management suite of products will be rebranded under the name Riverbed SteelCentral.

Sean Michael Kerner is a senior editor at EnterpriseNetworkingPlanet and InternetNews.com. Follow him on Twitter @TechJournalist

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