Rackspace rebrands (again) and repositions for digital transformation

Following several acquisitions, Rackspapce prepares for an IPO and to tackle lifecycle management.

hand holding paper cloud for RackSpace logo
Thinkstock/Rackspace

Rackspace is following up on a series of acquisitions and strategic partnerships designed to provide comprehensive solutions across the entire technology transformation lifecycle. It also changed its name for the fourth time in its 22 year history.

The company started out as a provider of server space to web developers before shifting gears to cloud computing. It didn’t fare well going up against Amazon and Microsoft and shifted to managed services in recent years.

The company, now known as Rackspace Technology, said the name change is meant to reflect the end-to-end technology solutions it plans to provide in four areas:

  • Cloud optimization to help customers improve costs and performance
  • Cloud security by providing security and compliance services for the enterprise and the cloud
  • Cloud-native enablement to accelerate multicloud adoption with application, data, and security
  • Data modernization to help make predictive, data-driven decisions that accelerate innovation and increase ROI

“Our new name, mission and multicloud solutions better represent the full value we bring to market. Our mission is simple. Embrace technology. Empower customers. Deliver the future,” says Kevin Jones, CEO of Rackspace Technology in a statement.

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