OPCWPPUIDBRAHPE: Upending the Cloud Industry with a Really Long Name

Yesterday, we launched a groundbreaking product which disrupts the conventional wisdom about clouds.

You see, everyone seems to believe that public cloud is the cheapest way to run all apps. Yet it is demonstrably not true, as anyone can see by the long list of companies leaving public cloud for their own infrastructure.

At the same time, however, most of these companies don’t have the necessary experience to manage a cloud at scale. They need help and want to consume cloud services the way cloud was meant to be consumed: as-a-service.

Now, Rackspace and HPE have married the best of both worlds, launching a private cloud-as-a-service, which lets customers buy cloud services on demand, typically saving 40 percent or more versus the leading public cloud. And these are private cloud services, which gives the user better performance, control and security than they can get with a public cloud.

We think this new option will upend the industry, flipping the old economics — the dinosaur age of cloud — onto its head. But there is one thing very uncloudy about this new product… its name.

Brace yourself. The official name is OpenStack Private Cloud with pay per use infrastructure, delivered by Rackspace and Hewlett Packard Enterprise.

No, really.

We’re not famous for our cool product names, it’s true. The two versions of our industry leading private cloud-as-a-service are known as Rackspace Private Cloud powered by OpenStack, and Rackspace Private Cloud powered by Red Hat. Our support for AWS and Microsoft Azure are each called “Fanatical Support for _______.”

So yeah, we lean toward the descriptive in our naming convention. That’s because we know descriptive names are helpful, especially to companies with sales forces who need to understand a big portfolio.

But truly, OpenStack Private Cloud with pay per use infrastructure, delivered by Rackspace and Hewlett Packard Enterprise is a mouthful. I’ve done a lot of product branding in my career at several companies, and while this isn’t the worst I’ve ever seen (I always use IBM as the benchmark for that), I don’t think it communicates the game-changing nature of a product breaking the cloud’s glass ceiling.

I tried shortening it by using its acronym in briefings. But “OPCWPPUIDBRAHPE” just doesn’t roll off the tongue. I wanted to call it “The On-Demand Private Cloud-as-a-Service (which is more affordable than public cloud!),” but I got lots of objections that you readers who work in the corporate world will understand.

I even tried “Tidy!” as a simple, catchy name, which Welsh readers and fans of the great TV show Gavin and Stacey will immediately appreciate as very appropriate.

But it was all for naught. We’re stuck with 15 words. Fifteen words that describe the future of enterprise infrastructure.

The solution itself, however, is no joke — it is an industry-first and market leading. It provides public cloud-like services with pay-as-you-go pricing and instant scalability of your total cloud capacity along with the performance, security and control of a single-tenant, private cloud environment.

Click to learn more about pay-as-you-go OpenStack private cloud.

As Executive Vice President, Private Clouds at Rackspace, Scott Crenshaw oversees the company’s global business unit focused on providing managed services for leading private clouds such as OpenStack and Microsoft. Prior to joining Rackspace, Scott was Senior Vice President, Products, at VeriSign, Inc., where he led the development of the company’s new products and services. Before Verisign, Scott served in executive positions at such companies as Red Hat, Inc., NTRU Cryptosystems, Inc., and Datawatch Corporation. At Red Hat, he was Vice President and General Manager of their Linux business unit, and Vice President and General Manger of their virtualization and cloud business unit. He was on the founding team of two startups. Scott holds a bachelor’s degree in computer science from North Carolina State University and an MBA from the Massachusetts Institute of Technology, where he was a Sloan Fellow.


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