Cisco to ditch Linksys name

We're all Cisco now, says boss

Four years after it bought Linksys, Cisco has finally decided to kill the well-known brand name.

Although there was no official announcement of the move, Cisco CEO John Chambers dropped the move rather casually into a European roundtable discussion with journalists this week.

From an unspecified point this year, all Linksys products would be branded under the Cisco name within the new SMB division, Chambers said. The two companies had already taken some months to integrate product lines, a process that was now nearing completion.

"The reason we kept Linksys' brand because it was better known in the US than even Cisco was for the consumer. As you go globally there's very little advantage in that," Chambers was reported as saying.

Chambers didn't elaborate as to why this brand situation had necessarily changed since the time of the purchase. Cisco is still overwhelmingly seen as a dry, high-end systems company, while Linksys has immediate recognition from millions of wireless router owners across the globe.

"In terms of the evolution of the branding it will all come, over time, into a Cisco brand," he said. In fact, no firm date was given for the all-Cisco branding to occur, but the comments would suggest that this will occur within months as Linksys stock is exhausted.

Cisco announced plans to buy SMB and consumer networking company Linksys in March 2003 for $500 millions-worth of Cisco stock, completing the purchase that July.

Although the de-branding move is window-dressing on one level, it does mark return to the 'big company' concept that went out of fashion in the late 1990s. Cisco's brand will be on hardware products from $29 all the way up to some costing hundreds of thousands of dollars, just as IBM's once was for a previous age.

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection
Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

John E. Dunn

Techworld
Show Comments

Cool Tech

SanDisk MicroSDXC™ for Nintendo® Switch™

Learn more >

Breitling Superocean Heritage Chronographe 44

Learn more >

Toys for Boys

Family Friendly

Panasonic 4K UHD Blu-Ray Player and Full HD Recorder with Netflix - UBT1GL-K

Learn more >

Stocking Stuffer

Razer DeathAdder Expert Ergonomic Gaming Mouse

Learn more >

Christmas Gift Guide

Click for more ›

Most Popular Reviews

Latest Articles

Resources

PCW Evaluation Team

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

George Khoury

Sharp PN-40TC1 Huddle Board

The biggest perks for me would be that it comes with easy to use and comprehensive programs that make the collaboration process a whole lot more intuitive and organic

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?