The culmination of four strong brands into one brand under The Attachmate Group . | My Brand book
Arati Bam
Marketing Head, The Attachmate Group India
The
year was 1982 when The Attachmate Group was formed. Ever since then,
there has been no looking back and it went on to merge and/or acquire
strong brands that resonate with customer success and loyalty. An
emphasis on what is important has been very integral to the group right
from the very start.
A
privately-held enterprise software holding company, the principal
holdings include Attachmate, NetIQ, Novell and SUSE. Its strategy is to
operate as four separate business units that enable it to invest
intelligently across the four units. The business units also integrate
their solutions sometimes when it requires meeting any specific market
demands. Based on the customer requirements, it offers the entire
breadth of offerings or can offer robust point solutions to take care of
either their short-term or long-term needs.
Being
a privately-owned organization gives the Group a unique position as it
has less administrative overhead than is required of a public company
and can, thus, shift investments away from administration and focus on
the areas that bring the most benefits to customers: research and
development, services, and other customer-facing functions.
Unique Quotient
The
culmination of four strong brands into one brand under The Attachmate
Group, gives it a very unique position in the industry. The four
entities give customers a “clean line of sight” – a direct link between
development and the customer’s point of contact. The power of four
brands also gives them the speed, agility and focus to deliver. They
have a simple belief – “Big enough to deliver and Small enough to care”.
This is what gives them the competitive edge in the industry.
Competitive Advantage
All
of their brands offer interoperable solutions and that is what gives
them the competitive edge. Their belief is to involve the community at
large as People, Customers and Results who form the core of the
Attachmate Group. Offering quality products and combining them with
exceptional service offers the Group an easy way to conduct business,
while giving them the Unique Quotient at the same time. Having the
business unit focus gives them the direct line of sight with customers
and helps them accelerate decision making. All this enables the company
to have a strong customer focus and that is what matters.
Feats Fetched
Brands
define who you are and what is your essence as an organization. Today,
with the proliferation of digital and social media, it is extremely
critical for a company to have consistent and repeatable brand values as
the entire community needs to have one single tangible and intangible
association and that is the company’s Brand value.
Customers
and partners are the strongest influencers for Attachmate and it is
they who act as their advocates and champions. For customers and
partners to believe in the brand, it is imperative to build a strong
brand ethos and establish the connect. And Attachmate does just the
same.
Product Suite
* Host Connectivity
* Legacy Modernization
* Managed File Transfer
* Enterprise Fraud Management
* Identity and Access Management
* Security and Compliance Management
* Unified Communication Management
* Enterprise Systems and Application
Management
* Data Centre Management
* IT Process Automation
* Collaboration
* Messaging
* File and Networking Services
* Endpoint Management
* Open Office
* Enterprise Linux Servers
* Software Appliances
* Linux Desktops
Did you know?
* The
Attachmate Group that comprises of the four brands is led by Francisco
Partners, Golden Gate Capital, Elliott Management Corporation and Thoma
Cressey Bravo.
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