Integral Axon-Datacraft rebrand to Dimension Data now official

Move that was announced after last year's buyout is now formalised

The rebrand of Datacraft and Integral Axon to Datacraft's parent company, Dimension Data, is now official.

A statement from Dimension Data on the formal renaming of the merged entity reads: "Datacraft, a wholly owned subsidiary of Dimension Data, acquired Integral Axon in October. Today's official rebrand to Dimension Data marks the final phase in the integration process following last year's transaction."

The rebrand was first announced in January. An in-depth analysis by Computerworld of the buyout can be found here.

Robin Hartendorp, Dimension Data New Zealand CEO, says the renaming "cements the company's shift to a service-led organisation."

Hartendorp says Dimension Data "will continue to develop innovative and relevant solutions and services for its clients and the market.

"Its commitment can be seen in the success of its one.govt and services", he says.

The statement continues: "Datacraft's rebranding exercise is also part of the Dimension Data global brand relaunch. The Group unveiled its refreshed brand identity and logo today. The Group's decision to refresh its corporate identity is in line with its business strategy to provide more services-centric solutions consistently across multiple technologies and geographies."

Dimension Data Asia-Pacific CEO Bill Padfield says: “The rebranding exercise is an excellent opportunity to reinforce the message to the market that we are a truly global company. We see more business opportunities as our clients can better leverage our global pool of resources, expertise and client references, in addition to consistent service delivery globally and regionally."

In something of an acquisition-within-an-acquisition, Japan's NTT bought Dimension Data around the same time Dimension Data bought Intgral Axon/Datacraft.

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Tags dimension datadatacraftbill padfieldrobin hartendorpintegral-axon

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