Rostelecom-Solar will divide the business into two structures with different brands, one of them will focus on services for the commercial market, the second will serve government orders, Forbes has learned. This step is related to the organization’s desire to get rid of the image of a state-owned company, says a source in the publication.
According to interlocutors, two divisions should appear as a result of the division, one of which will provide services to Rostelecom and state-owned companies. The second, in turn, will provide services to the commercial sector.
“To do this, the company will change its name, highlighting the Solar brand for the commercial division and leaving the Rostelecom brand for the government segment. In this way, Rostelecom-Solar tries to move away from the image of a state company,” the source of the publication clarifies.
Currently, Rostelecom-Solar has already divided the team into two teams: the internal one will focus on servicing Rostelecom, and the external one will promote the company’s products on the market. The need to coordinate all its actions with Rostelecom weighs heavily on the company, says a software market source.
Rostelecom-Solar itself confirmed the transformation of the business and indicated that the changes will not affect the external appearance of the company.
“In the near future we will be ready to introduce new brands to the market, we invite customers and partners to join this event,” the company announced.
According to SPARK-Interfax, to which the publication refers, in August Solar Security LLC applied for the registration of 13 trademarks with the words Solar, “Solar” and a visual mark in the form of the contours of the rising sun. Rostelecom acquired 100% of Solar Security in 2018, the transaction amount was 1.5 billion rubles.
According to German Klimenko, chairman of the board of directors of the Digital Economy Development Fund, Rostelecom has not been able to fully integrate the company and rebuild its business processes. The reason is the different goal setting of commercial and state-owned companies, explains the expert.
Companies are mainly interested in making profits, while state-owned companies aim to provide services to the State, leaving price and efficiency in second place.
As Klimenko concludes, the state status of the parent company Rostelecom-Solar interferes with its effective work in the corporate market. Organizations do not want to trust their security to a company with which they compete in other markets.
In addition, the inclusion of Rostelecom on several sanctions lists after the outbreak of hostilities in Ukraine worsens Solars’ image among commercial clients, notes Artem Mikhailin, an analyst at Veles Capital.
Author:
Natalia Gormaleva
Source: RB
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