Aussie Broadband shutters subsidiary, moves services back into enterprise brand

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Aussie Broadband shutters subsidiary, moves services back into enterprise brand

ISP Aussie Broadband has closed down its Wideband Networks sub-brand.

Announcing the news on Thursday, Aussie Broadband managing director Phillip Britt said Wideband was being retired because of trademark concerns.

“We ran into some trademarking issues for the Wideband name with another company – not specifically in telco – and we also came to the conclusion that it’s a better route for us to bring everything back under Aussie Broadband,” he said.

“We think it makes more sense to leverage off the great reputation that Aussie Broadband now has in the residential and small business markets."

Former Wideband customers will therefore be served by "Aussie Broadband Enterprise".

Wideband was launched alongside Aussie’s enterprise arm in 2016, when the firm was very much a challenger brand.

“We wanted to differentiate our Wideband Networks brand as one solely focused on corporate and enterprise customers,” Britt said. “Today, given Aussie Broadband’s market recognition and growing reputation for quality service and products, it makes more sense to us to bring everything back under one brand.”

Aussie Broadband Enterprise will continue to offer corporate telco services that were provided under Wideband, including private IP networks, data centre connects, hosted PBX phones, SIP trunks and standard enterprise connections. Aussie announced the Enterprise division would also start selling NBN’s corporate ethernet product.

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