We have a dba of "IntAirNet", which we like, and it got rid of DSL and
clearly stated what we did.
However, we didn't migrate to it, for that exact reason, that we don't
necessarilly want to bring "Wireless" to the forefront, unnecessarilly
anymore.
The problem is that name changes also are common with, restructuring,
ownership change, new companies, etc. We have Branding for RapidDSL almost
10 years now. It helps to have a company that's been around for 10 years,
and even for references. References know us as RapidDSL, and references are
one of the biggest factors to close the deal. In general we are kind of
screwed at this point on name because of it.
Ultimately what we'll likely do is split the brands into three seperate
dbas, one for residential, and one for high end business, and one for
Wireless high end business, when the consumer is calling for wireless
because its unique need. But three brands is three times the cost and work
to promote and support. So so far we've been making do as is. Our bet was
that Wireless would start to gain recognition overtime, and it won't always
be thought of as a bad word. By Branding wireless related names today, it
will be a valuable name down the road, when custoemr awareness is not as
much of an issue. Wimax has really helped branding, but not as fast as we'd
really like, that it has us thinking about adding a new DBA, for our need
today.
Tom DeReggi
RapidDSL & Wireless, Inc
IntAirNet- Fixed Wireless Broadband
----- Original Message -----
From: "Peter R." <[EMAIL PROTECTED]>
To: "WISPA General List" <[email protected]>
Sent: Wednesday, April 05, 2006 1:13 PM
Subject: Re: [WISPA] DSL vs. Wireless Broadband
Tom DeReggi wrote:
I've been plaqued by this problem, as my company name is... "RapidDSL".
It gets me the leads, but it also starts every sales call out with why
I'm charging more than $50 a month for my service, that I generally get
$150-$500 a month for.
I'm seeing this company name as a problem more and more.
If Wi-Fi or DSL is in your name, people's perception of you is different.
Why would they buy a T1 or 10MB circuit from a company that specializes in
DSL?
Your name is your brand.
Your brand only has room for one perception in the customers mind.
It is very easy to get a DBA or Fictious Name registered with the
Secretary of your State.
So while your company is RapidDSL it could be dba RapidData, RapidPacket,
or RapidBB.
Regards,
Peter
RAD-INFO, Inc.
BTW, the newsletter is out:
http://4isps.com/newsletter.htm
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