Domestic Internet holding Mail.ru Group will change its name. The forthcoming rebranding during the corporate event was announced by the general director of the company Boris Dobrodeyev, to whom the Interfax agency refers.
According to the head of the Internet giant, the rebranding, which will take place in stages, will be a logical continuation of the ecosystem development concept announced last year with the VKontakte social network in the center. The fact is that 100% of the active audience of Runet are familiar with the VK brand and 67% of them use this social network every day. But not every user of the ecosystem knows that he uses Mail.ru Group products, which gives them the feeling that all these services are developed by different brands.
Mail.ru Group will not only change its name to VK, but will also add a corresponding prefix to each product. For example, all Mail.ru Group advertising services will become VK Advertising, and the Yula ad platform will become VK Announcements. True, some old and popular services, like Odnoklassniki, will retain their previous names, but will receive visual marks of the connection with the new group name. From now on, all projects of the group of companies will be united by a single VK ID account, VK Pay payment system and VK Combo subscription.
“What will this mean in practice – VK will appear in every product. We will create all new products under the VK brand, ”said Dobrodeyev, commenting on the largest rebranding in the history of the holding.
In addition to the name change, the company also announced the imminent launch of new products. Among them is the VK Games gaming platform, aimed at the Russian audience, and the VK Video video service. And under the VK Devices brand it is planned to produce smart gadgets.
The rebranding, as already mentioned, will happen in stages and the company plans to complete it next year. At the same time, management notes that this will not entail any changes in the operating structure of the business or reporting.
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