Microsoft eases back on branding

Microsoft is informing customers of its Windows Azure cloud that it is rebranding many, if not all, of the component services in a way that eliminates the "Azure" name on its billing portal. "Windows Azure Compute" will now be known simply as "Cloud Services," according to the Microsoft officials. SQL Azure is now known as "SQL Database." Here's the full list of what's being rechristened: A Microsoft spokesperson responded with this statement: "Microsoft continues to invest in the Windows Azure brand and we are committed to delivering an open and flexible cloud platform that enables customers to take advantage of the cloud. We have no additional information to share at this time." (A couple of my contacts are saying the real reason Microsoft made these changes was actually to emphasize the Azure uber-brand. Not that you can tell that from the customer mail that went out or from the official statement, but that's supposedly the grand plan, for what it's worth.) "In the coming weeks, we will update the Windows Azure Service names that appear in the usage records you download. These are only name changes - your prices for Windows Azure are not impacted," according to the note accompanying the table above. One Azure user said he believed Microsoft's goal with the change was to align its on-premises and cloud services better. Microsoft's stance -- almost since 2008, when Windows Azure was still known by its codename "Red Dog" -- is that its on-premises Windows products all have cloud complements. This mirroring has been at the crux of Microsoft's private/public/hybrid cloud positioning, meaning its customers are free to mix and match its on-premises and cloud wares in ways that best suit their businesses. Microsoft combined its Server and Cloud teams into a single unit in late 2009. It's been a busy couple of weeks for the naming police at Microsoft. Last week, Microsoft announced it would be doing away with its Windows Live branding. The company also is renaming some of its components of its Microsoft Advertising platform as "Bing." As part of its Azure portal rebranding move, the Azure team also updated its privacy policy, according to the note sent to customers this week. "The new version includes the same commitments we previously made to maintain the privacy of your personal information, while adding more detailed information," the note said. This story originally appeared at ZDNet under the headline "Microsoft to eliminate its Azure branding in billing portal." This version has been modified slightly to reflect updates to the original.