Keysight Technologies will focus completely on the electronic measurement business, which has been Agilent’s core business till now
By Richa Chakravarty
Friday, February 07, 2014: The Agilent Electronics Management Group has been spun into a new company called Keysight Technologies, which will commence operations from August 1, 2014.
The new company will soon start the advertising activities related to rebranding itself. The company will continue to do business under the name Agilent Technologies till all the legal formalities to set up Keysight Technologies are complete. “The electronic measurement business is expected to begin conducting business under the name Keysight Technologies on August 1, 2014, in most countries,” informed Gautam Awasthi, general manager, marketing, EMG, Agilent Technologies India.
Rebranding the company
Keysight Technologies will focus completely on the electronic measurement business, which is currently Agilent’s core business. “We have already started rebranding exercises, and there’s an exhaustive plan to ensure deployment of the rebranded assets and products in 2014. This plan will be rolled out in phases to ensure a seamless transition into the new brand—Keysight Technologies,” said Awasthi.
The company intends to make this transition seamless for its customers. “With 100 per cent focus on the electronic measurement industry going forward, we expect that we will be able to do an even better job than before to partner with customers,” he added.
Keysight has already introduced its logo with a tagline. The new logo is a stylised waveform—the shape and form of a common electrical signal. “The symbol represents the company’s focus on electronic measurement once it separates from Agilent Technologies, and is also a tribute to a legacy that dates back to the beginning of the electronic measurement industry as the original Hewlett Packard company,” said Awasthi.
Marketing strategies for rebranding
Keysight Technologies will be launched with a global footprint, in each of the company’s main end markets—communications, aerospace/defence and industrial, computers and semiconductors. “Since the distribution channel is critical for our branding strategy, as it helps to expand our reach and accelerate growth, extensive joint marketing initiatives are being worked out to promote Keysight over the coming weeks,” said Awasthi. “Every region is unique in its demographic and geographic footprint, and therefore regional marketing strategies would be deployed for brand awareness and rebranding,” he added.
Earlier in January, the company clarified that the name Keysight conveys the ability to see what others cannot, offering critical or key insights into understanding and unlocking the changing technology landscape. The new company’s tagline, ‘Unlocking measurement insights for 75 years’, commemorates the 1939 birth of Hewlett-Packard, the company from which Keysight has originated.
“Keysight reflects our rich heritage—a direct line from both Hewlett-Packard’s standards of integrity and innovation and Agilent’s premier measurement business,” said Ron Nersesian, president and CEO, Keysight, in a press release.
“This name captures the spirit of our organisation—innovative, insightful and forward-looking,” said Nersesian. He added, “While Keysight is built on ‘firsts’ dating back to the birth of Silicon Valley, as a new company we are committed to bringing our customers a new generation of firsts—unlocking insights for them so they can, in turn, bring a new generation of technologies into the world.”
