AWS Elemental’s Keith Wymbs on new name and brand deployment
By: David Davies
Wednesday, April 19, 2017 - 7:03 am

Earlier this week Elemental Technologies announced that it is henceforth to be known as AWS Elemental, an Amazon Web Services company. Keith Wymbs, Chief Marketing Officer of AWS Elemental, explained the reasons for – and implications of – the name change.

What is the news?

AWS Elemental has unveiled a new name and brand that combines the world-class expertise in cloud services of Amazon Web Services with the deep strength in video infrastructure for which Elemental Technologies is known. As of April 18, the new brand can be seen on the AWS Elemental website at and in person at the NAB Show in booth SU2202, April 24 through 27.

Why are you becoming AWS Elemental?

The name “AWS Elemental” is the distillation of who we are and what we bring to our customers. This new name, logo and brand captures our promise to customers: to help them perfect the media experience for their viewers, now and in the future.

What should customers take away from the new brand?

Customers can look to AWS Elemental to do the undifferentiated heavy lifting and give them the tools to create more elegant, nimble and elastic video operations. We help them have the time and the resources to create content that captivates consumers.

Does this brand reflect any changes in the business?

I think you can expect to see a lot of customer-driven innovation from AWS Elemental. That will follow different dimensions; of course, there are the solutions we’re known for that we continue to build upon to stay ahead of our customers’ evolving needs, so they can focus on creating amazing content, monetising it efficiently, and delighting their viewers. And we will also bring forward new solutions that enable customers to work better, smarter and faster, and do things within cloud-based workflows that they simply can’t do today.

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