Riverbed Renames Products to Reflect Value

If you have a hard time keeping up with all of the abbreviations and general confusion that comes with the IT channel, Riverbed Technology (RVBD) understands your plight. This week the company introduced new product names for its entire portfolio to better describe what each product does and to reflect their unique value to the Riverbed Application Performance Platform. Riverbed believes the new consistent name policy will reinforce how its entire lineup of solutions work together to deliver optimal application and data performance across global infrastructures.

The product renaming is just one part of Riverbed’s overarching goal of transforming the company into a multi-product company that offers an integrated application performance platform, according to the press release. Riverbed has been in the process of revamping its image since late last year, with the end goal of fueling its growth in the application performance infrastructure market.

“Riverbed launched our first product 10 years ago with our Steelhead WAN Optimization solution, and over the last four years, we’ve made the journey from a single product company to something much bigger. Today, we offer the industry’s most complete application performance platform to allow customers to host applications and data in whatever location makes the most business sense, regardless of distance or location, while ensuring the flawless delivery of applications and data,” said Kate Hutchison, CMO at Riverbed, in a prepared statement. “We’re now updating our product brand names to better communicate what our products do and reinforce how they are part of an integrated platform that ensures applications perform as expected and data is always available when needed.”

All of the new product names are based off the Steelhead WAN optimization solution, the company’s flagship product. Similarly, all of the company’s products will feature the “Steel” prefix to signify their inclusion in the portfolio. For example, Riverbed SteelApp is the company’s virtual application delivery controller, while Riverbed SteelStore (formerly Whitewater) is the new name for the company’s scalable cloud storage appliance. Riverbed SteelFusion, formerly known as Granite, was the first product to adopt the name change when the company announced its intentions in April.

The name change for Riverbed’s portfolio is effective immediately. While the names of each product will change, the company has not given any indication of whether or not the products will feature any additional adjustments or additions to coincide with the new monikers.