Sify Pens Rs 20 Crore Brand-Building Blueprint

Sify.com is being positioned as a more contemporary product and the company has also kicked off a revamp of content in line with its new brand-building plans.

Announcing the launch of Sify.com at a press conference here on Thursday, George Zacharias, chief executive officer, Satyam Infoway, said, "Customer feedback and market research had indicated that we required a shorter URL as well as more contemporary look, hence the change of identity. Moreover, the name Sify.com also identifies better with the Nasdaq symbol for Satyam Infoway."

Zacharias also indicated that the company would be looking at more property acquisitions in the near future to augment its growth plans. However, he stressed, the major growth would come from enhancement of content.

 

A unique feature that the Sify.com portal would offer to subscribers is a 'one-click' access across all services provided by the Satyam Infoway stable. "Sify.com will incorporate all the existing existing portal services of SatyamOnline.com", said Zacharias.

According to Zacharias, the Rs 20 crore investment this year is part of an ongoing campaign to consolidate the Satyam brand equity and the intention now is to integrate the other products brand names in the stable with the Sify.com identity.

Some of the company's existing websites may undergo changes in name to incorporate the Sify.com identity. These websites include khel.com, cricketinfo.com and indiatravel.com.

The company has already launched several new channels like Sify Youth, which would focus on interactivity, fitness and fashion among others.