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20 Oct 2008
Networking vendor Cisco has ended months of speculation by bringing subsidiary Linksys under the Cisco brand name.
Linksys has now become the Cisco Consumer Business Group (CBG) and will focus on developing products aimed at the consumer and small business markets. CBG has been tasked with strengthening the Cisco brand in North America and will work largely through retail and online channels, as well as consumer-focused VARs.
Earlier in the year Linksys resellers were folded into the Cisco channel and it was also revealed that Linksys' products would now be known as Linksys by Cisco. The networking giant plans to maintain this brand alongside the Cisco brand for the time being but indicated it would continue to review its branding strategy. Cisco chief executive John Chambers hinted last year that the Linksys brand may ultimately be phased out.
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