Whale Cloud: ZTEsoft’s Rebrand Makes a Whale of a Marketing Difference

Ron Westfall – Research Director, Global Technology Telecom and Software

Summary Bullets:

  • Whale Cloud formally debuted its new brand name as the telco software unit of parent company Alibaba, expanding its cloud portfolio range and market ambitions.
  • As Whale Cloud sheds its ZTEsoft identity and prior affiliation with ZTE, it must further clarify its portfolio in relation to Alibaba Cloud’s offering and put more emphasis on 5G capabilities.

In August 2018, Whale Cloud formally unveiled its new brand name and portfolio as the telco software unit of parent company Alibaba and a key partner in Alibaba Cloud’s software service ecosystem, shedding its ZTEsoft identity. (A follow-up official announcement and press release is expected in September 2018.) Whale Cloud’s rebranding follows on Alibaba’s acquisition of ZTE’s stake in ZTEsoft for $190.6 million in February 2018. With the new brand, Whale Cloud strengthens its identity as an integral unit of Alibaba, further distancing the company from the ZTEsoft namesake and historical affiliation with prior parent company ZTE after a three-month shutdown for not complying with terms of a settlement reached with the U.S. government in March 2017. ZTE’s struggles created public relations fallout for the ZTEsoft namesake, fair or not, despite the fact that ZTEsoft’s separation from ZTE Corporation was already well underway. Continue reading “Whale Cloud: ZTEsoft’s Rebrand Makes a Whale of a Marketing Difference”