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Rackspace Strategy Shift Unveils New Corporate Identity

Mosso Press Release

Rackspace Strategy Shift Unveils New Corporate Identity

Rackspace Emphasizes Brand’s Focus on Delivering Hosted IT Services with Fanatical Support

SAN ANTONIO – January 22, 2008 – Rackspace® today announced its new corporate identity reflecting its shift into IT hosting, transforming traditional IT functions into consumable services via the web. As more enterprises transition from purchasing in-house computing assets to leveraging service providers, Rackspace now offers a suite of hosted IT services that are more reliable and provide better value, including virtualization, hosted mail, custom application support, back-end IT and storage.

"Rackspace has been focused on Fanatical Support® since the beginning—it’s in our DNA—and our new identity reflects that," said Lanham Napier, president and CEO, Rackspace. "Now we see the industry shifting to a service-based paradigm. Fanatical Support has been the key to our managed hosting success for the past nine years and will continue to propel us as we embark upon this new era of IT hosting."

The newly-launched name, “Rackspace”, drops the “Managed Hosting” terminology, signifying Rackspace’s new breadth of hosted services supporting companies of all sizes. In addition to Rackspace’s traditional managed hosting offering, its venture companies also complement the new strategy. They include:
– Mosso®, the Rackspace cloud computing brand
– Mailtrust™, the Rackspace business-class hosted email brand

The new logo incorporates Rackspace’s popular "FANATIGUY™" icon, which better reflects Rackspace’s people-centric culture and award-winning Fanatical Support. It also highlights the company’s transition from servers to services. Rackspace is moving beyond the historical hardware focus of the web hosting industry and towards a services strategy, assembling the best technologies in the industry and delivering them as a service. Fanatical Support has always been the key differentiator for Rackspace, but through the strategy shift, service will be accentuated even more.

"As the IT hosting sector evolves, it is becoming apparent that the true competitive differentiator is customer support," said Daniel Golding, vice president and research director, Tier 1 Research. "As the very idea of IT hosting makes the leap into enterprise adoption, those firms that can offer truly outstanding support will come out on top."

Napier added, "As Rackspace leads the industry’s transition to hosted services, we will build upon our core managed hosting business and Fanatical Support. Our new services will compliment our existing portfolio allowing customers to easily offload more and more IT functions to Rackspace."

Since the company’s founding in 1998, Rackspace has grown to more than 2,000 employees world wide, powering through the dotcom bust and moving up to become a leader in the managed hosting space. Growing at approximately 50 percent per year in revenue since the company’s inception nearly ten years ago, Rackspace has been named Microsoft’s "Hosting Provider of the Year" three times, The American Business Awards "Best Customer Service Organization" twice and a "Leader" in Gartner Inc.’s annual North American Web Hosting Magic Quadrant since 2004.

About Rackspace
A recognized leader in the global IT marketplace, Rackspace® delivers a diverse suite of enterprise-class hosted IT services to businesses of all sizes. Customers choose Rackspace for its hosting specialization and expertise, backed by the company’s award-winning Fanatical Support®. By integrating the industry’s best technologies and delivering them as services, Rackspace serves as an extension of its customers’ IT departments. Because Rackspace removes the burden of infrastructure maintenance and management, customers can focus on their core business. Rackspace’s portfolio of companies also includes the Mosso® (www.mosso.com) cloud computing platform and Mailtrust™ (www.mailtrust.com), a provider of business-class hosted email solutions. For more information on Rackspace, please visit www.rackspace.com, or call 800-961-2888.

About the Author

This is a post written and contributed by Krisana Puccio.


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