Brightstar Rebrands to Likewize in Tech Support Pivot

The company said its new name better reflected its status as a tech protection and support provider

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Brightstar Rebrands to Likewize in Tech Support Pivot
Contact CentreInsights

Published: August 19, 2021

William Smith

The mobile industry services giant Brightstar is rebranding to Likewize, saying the move reflected its growth since its original foundation as a mobile phone distributor. 

The company offers tech protection and support, operating in 30 countries. It says it resolves 250 million problems a year in the insurance, warranty, repairs, trade-ins, recycling, and tech support spaces – with customers including the likes of Barclays, Amazon, Tesco, Telefonica, Aon, Vodafone, Walmart, Rogers, Samsung and O2. 

“At its core, the company was founded to identify ways of giving people easy access to technology. Since then, we have continually expanded our capabilities to solve the evolving problems of the technology industry. Over the past decade we have undergone a fundamental transformation journey, from a distributor to a tech protection and support company,” said Rod Millar, Likewize CEO. 

“Due to the company changing fundamentally, we knew it was necessary to change the brand to accurately reflect this profound shift. Likewize offers a much a stronger sense of our identity and what we want to accomplish. I’ve felt we have been the industry’s best kept secret and now that is all about to change.” 

Having recently acquired companies including LucidCX and WeFix in the mobile repair space, Likewize said its portfolio of products and services ranged from protection to repair, renewal and tech support with knowledge management and customer engagement offerings. 

“Over recent years as the importance of technology has grown in our daily lives, so too has the importance of keeping people connected and this is our singular focus each and every day,” said Millar.  

“But we got to the point where we were misunderstood—many people did not realise the value we bring, why we exist, the breadth of what we do, or the advanced technology we are using to enable us to be uniquely better than anyone else. Perception of us lagged behind reality and we recognised the need to make people reassess who we are and what we do.” 

The news comes alongside the company’s opening of a new customer contact centre in Crewe, UK, which it said was part of efforts to create a hub for excellence in customer service. 

 

 

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