January 23, 2006 4:10 PM PST
Verizon moves forward after merger
Verizon Business, the new unit, is primarily made up of clients the company acquired from the purchase of MCI. The acquisition, which ended up costing Verizon about $8.5 billion, was completed earlier this month.
The advertising campaign also helps Verizon distance itself from the MCI brand. Verizon had already stated publicly that it wouldn't keep the MCI brand, which has been tainted over the years by bankruptcy and scandal. In fact, the company had already announced it was changing the name of the MCI Center, a sports arena in downtown Washington, D.C., to the Verizon Center.
Through new television ads, the company plans to target corporate and government clients. Verizon will continue to offer and expand many of the corporate data services that MCI offered these customers in the past.
It also plans to market its mobile services to these customers. Specifically, Verizon hopes to sign up more business customers for its EV-DO wireless service, which allows workers on the road to access the Internet anywhere the new 3G wireless network is available. It will also push virtual private networking services that allow corporate road warriors to securely connect to the home office.
Verizon Business will compete head to head with the newly branded AT&T. The new AT&T was formed by the $16 billion merger of SBC Communications with the old AT&T, which like MCI had an extensive roster of corporate customers.