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CenturyLink marks transformation by rebranding as Lumen

Lumen will guide customers through the challenges of the 4th Industrial Revolution

Wireless technology/cyber space visualisation

US telecommunications firm CenturyLink has announced it is changing its name to Lumen Technologies as part of a major rebrand. 

Under the new name, the company says it will guide customers through the challenges and opportunities of what it calls the "4th Industrial Revolution", a period when people and businesses are shifting towards smart, connected devices in large numbers. 

This revolutionary era will require companies to effectively acquire, analyse and act upon their data to stay ahead of the curve and be competitive, the firm says.

To fuel this future success, the Lumen Platform combines its highly-connected global fibre network, edge cloud capabilities, security and collaboration solutions to help customers produce "amazing things" in this new era. 

"Our people are dedicated to furthering human progress through technology,” commented Jeff Storey, Lumen president and CEO. "Lumen is all about enabling the amazing potential of our customers, by utilising our technology platform, our people, and our relationships with customers and partners."

Designed to help customers capitalise on emerging technologies, the Lumen Platform has been designed to help businesses deliver revolutionary offerings such as smart cities, retail and industrial robotics, real-time virtual collaboration and automated factories, as well as power high-performance networking and security. 

Lumen says its global fibre network infrastructure and capabilities offer unique competitive advantages across the key areas of Adaptive Networking, Edge Cloud & IT Agility, Connected Security, and Communications and Collaboration.

However, the CenturyLink name will not disappear from view entirely, with the provider confirming that it will remain as a "trusted brand for residential and small business customers over traditional networks".  

"All of our futures will be driven by smart things, applications and digital services that use data for transformational purposes," said Shaun Andrews, Lumen executive vice president and chief marketing officer.

"To serve this colossal need and further human progress through technology, we have launched Lumen and are delivering our technology through the Lumen Platform, a platform for amazing things".

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