Equinix

Part
01
of seven
Part
01

Equinix: Competitive Landscape (1)

This research has populated row 2 and 3 of this spreadsheet with the company details for Equinix and Digital Realty.

Equinix

  • This company was founded in 1998.
  • Some top leaders include Charles J. Meyers, the President & Chief Executive Officer and Raouf Abdel Executive Vice President, Global Operations.

Digital Realty

  • This company was founded in 2004
  • Some top leaders include A. William Stein who is the Chief Executive Officer, and Andrew Power, the Chief Financial Officer.

Research Strategy

Our initial research was unable to identify the target costumer across any relevant sources such as press releases. This research team made the assumption that the target audience could be defined/described by analyzing their top, global customers.
Part
02
of seven
Part
02

Equinix: Marketing

Equinix, Inc., is a large, worldwide corporation that operates in 55 markets. About 7,800 employees work for the company in its many locations. Our team collected information about Equinix's marketing, branding, and sales methods.

Equinix Marketing

  • Equinix was founded in 1998. Its goal is to be the world's largest digital interconnection platform and its marketing materials assert that it has achieved that goal.
  • "The company leads in global colocation data center market share, with 205 data centers in 25 countries on five continents." The list of 55 markets where Equinix operates can be found on its website.
  • Equinix provides digital interconnection services to businesses. The Equinix website offers a PowerPoint presentation to potential investors explaining Equinix's competitive advantages for businesses, including its copyrighted Platform Equinix, its interconnected ecosystems, its unmatched global reach, its high quality and consistency, its position as the "trusted center of a Cloud-First world", and its sustainability goals and achievements.
  • Equinix operates its marketing efforts through a part of the company called the Creative Services group.
  • At one point, Equinix used the services of Elevation Marketing (Gilbert, Arizona), to revise its email B2B content. As Elevation Marketing described the process, "The email content initiative is managed by and funded through the Equinix creative services group, and email requests themselves come from a wide range of functional areas, such as product marketing, field marketing and event promotion, and geographical offices (e.g., Ireland, Hong Kong, United Kingdom). ... Editorial consistency and brand compliance for email content are steadily improving across the company worldwide."
  • Equinix also used the services of Karbo Communications for 10 years. A case study about Equinix on the Karbo website reports how Karbo got attention for Equinix in "the press, analyst, and technology influencer audiences". Using messages placed in those channels, Karbo was able to reach service providers, enterprises and content providers with messages articulating the benefits of outsourcing data center operations at Equinix. Equinix wanted to be known as the leader in the network-neutral data center and collocation space." Equinix positioned itself as unique, offering "network-neutral exchange services where companies would come to Equinix centers to connect to a wide aggregation of strategic network service providers. This varied from Equinix’s competitors that generally sold access only to their own, single network."
  • The Harvard Business Review described a unique marketing training program that Equinix offered to employees. "Treat everyone as an extension of your marketing team: employees, partners, and even customers. For Equinix, surveys revealed that a third of employees were not confident explaining its company story. The company introduced an internal ambassador program for its ... employees" giving them "tools across all disciplines and levels to educate them on the company, its culture, products and services, and how they solve its customer’s needs. More than 20 percent of employees took the training online or in workshops in the first few months of the program, and employee submissions to its sales lead and job candidate referral programs were up 43 percent and 19 percent respectively."
  • Equinix's largest clients include IBM, Sony, Wal-Mart, Merrill Lynch, Google, Yahoo!, eBay, AT&T, Sprint and Verizon, and 4,000 others.

Equinix Branding

  • Equinix works with partners and exercises strong control over its brand through regulating the way the partners make use of the Equinix name, logo, photography, video, office signage, company boilerplate, and so on.
  • The website explains the branding guidelines this way: "Equinix is a global brand that reaches many different audiences in many different ways. ...[I]it is imperative that we maintain a consistent and impactful representation of the brand. As such, we have created a set of brand guidelines to assist anyone involved in visually representing the Equinix brand."
  • The company boilerplate that partners are required to use is this paragraph: "Equinix,Inc. (Nasdaq: EQIX) connects the world’s leading businesses to their customers, employees and partners inside the most-interconnected data centers. On this global platform for digital business, companies come together across more than 50 markets on five continents to reach everywhere, interconnect everyone and integrate everything they need to create their digital futures."
  • Equinix Inc. is listed on the NASDAQ stock exchange under the ticker symbol EQIX.

Equinix Sales Functions

  • Michael Campbell is the Chief Sales Officer, according to the Equinix website.
  • "As Chief Sales Officer, Michael Campbell is responsible for the strategy and execution of all Equinix sales efforts globally, including direct sales and the entire ecosystem of go-to-market channel partners." Mr. Campbell was the Senior Vice President of Sales for Equinix before becoming CSO.
  • Mr. Campbell joined Equinix in 2015 with 30 years of experience in international sales leadership at high-tech organizations, including Symantec, Guardent, NCR, UUNET, CompuServe, MCI, and WorldCom.
  • With offices and data centers all over the world, Equinix has hundreds of sales employees, but the exact number was not accessible.
  • "Equinix relies heavily on email campaigns for lead generation, nurturing and conversion", according to its content agency, Elevation Marketing.
  • At the end of 2016, Equinix's customer base was about 8,500, including about 2,250 enterprise customers. It has grown since then, and current figures on its website indicate 4,000 enterprise customers. "Industry observers said a challenge for Equinix would be appealing to customers who did not know they needed what Equinix offers: 'Courting enterprises … is more difficult than serving Equinix’s traditional customer base, consisting of financial, network, media, and cloud companies. These customers basically knew what they wanted from Equinix, and all Equinix had to do was deliver.'"

Equinix on Social Media

  • Equinix maintains a Facebook page with promotional materials posted for people to watch on video and to read. Facebook says on the page: 37,920 people follow this. Equinix Singapore and Equinix Warsaw also have Facebook pages.
  • Equinix has a Twitter account (@Equinix) with 23.7k followers. The account posts promotional videos, press release extracts, and other materials.
  • Equinix has an Instagram account with 1,107 followers. No posts have been put up yet. Equinix, Inc.
Part
03
of seven
Part
03

Equinix: Competitive Landscape (2)

This research has populated row 4 and 5 of this spreadsheet with the company details for Coresite and Cologix.

Coresite

  • This company was founded in 2001.
  • Some top leaders include Paul Szurek: President & CEO, Jeff Finnin: CFO, and Steven Smith: CRO.

Cologix

  • This company was founded in 2010.
  • Some top leaders include Bill Fathers: Chairman and Chief Executive Officer and Laura Ortman: President and Chief Revenue Officer.

Research Strategy

Our initial research was unable to identify the target costumer across any relevant sources such as press releases. This research team made the assumption that the target audience could be defined/described by analyzing their top, global customers.
Part
04
of seven
Part
04

Equinix: Articles

This media scan for Equinix provides twelve articles from the previous twelve months related to financial data, acquisitions, and industry news. Articles related to financial data cover an earning snapshot for the most recent quarter, a review of the earning snapshot, and an explanation of the rating provided to Equinix by Fitches. Articles on company acquisitions cover three purchases the company made during the previous year, and articles related to industry news refer to mergers and acquisitions activity in the data center industry, an expanded collaboration with IBM Cloud, a potential purchase in India, a hyperscale deal in Japan, and commentary by the Equinix CEO on the purchase of Interxion by Digital Realty.

Company Financial Data

Earnings Snapshot

  • Data Economy reported on the Equinix's Q1-2020 earnings report in an article dated 7 May 2020, referring to the 2% increase over Q4-2019 despite a $15 million negative foreign currency impact.
  • Revenues for Q1-2020 stood at $1.445 billion, while operating income was $253 million, a 19% decrease from Q4-2019, attributed to the sale of assets in Q4.
  • EBITDA was reported at $684 million with an adjusted margin of 47%.

Earnings Review Q1-2020

  • Seeking Alpha considered Equinix's financial performance during the pandemic in an article dated 1 June 2020, after the Q1-2020 earnings were posted.
  • The article examined the risks to the company from decreased demand and operational adjustments because of COVID-19, looked at the finances of the company, and delved into the company valuation given its networks and recent acquisitions.
  • Seeking Alpha also noted that despite strong bookings, delays may be experienced from protracted contract negotiations, churn from different operating regions, and concluded with a caution to Equinix to clearly communicate measures taken to protect staff and to temper enthusiasm for high growth rates given the impact of COVID-19.

Positive Quarters

  • On 6 May 2020, Tech Crunch reported that Equinix recorded its 69th straight positive quarter.
  • Covering 17 years, the streak began in 2003 and includes the period of recession between 2008 and 2010, with the article referring to Equinix as the anti-IBM, contrasting Equinix's performance with that of IBM which recorded 22 straight quarters of declining revenue between 2012 and 2018.
  • Equinix is expected to continue the streak for the remainder of 2020 with an expected fiscal revenue of $5.877 to $5.985 billion, or a 6-8% increase over the previous year.

Fitch Rating

  • Fitch's Ratings provided a commentary on 6 November 2019 regarding the outlook for Equinix's senior unsecured notes.
  • The company rated the senior unsecured notes issued by Equinix as stable and assigned a rating of "BBB".
  • Drivers for the rating by Fitches were the commitment by Equinix to the leverage policy, strong UA/UD coverage, Equinix's operating scale, its success in diversifying capital access, capital intensity limits, limited secured mortgage access, industry tailwinds, and prevalent opportunities and risks in the cloud provider industry.

Acquisitions

Data Center Purchase — Mexico

  • In an article dated 9 January 2020 in FinanceFeeds, it was announced that Equinix has completed the purchase of three data centers in Mexico, adding a total of 215,000 gross square feet to the company's capacity.
  • The data centers, previously owned by Axtel, were purchased for $175 million and expands Equinix's interconnection and data center services to two additional metropolitan areas in Monterrey and Mexico City.
  • The acquisition is part of the company's large growth expansion strategy and serves to strengthen Equinix's global platform from the increase in interconnection among the America's.

Bell Canada Purchase

  • TechCrunch reported on 1 June 2020 that Equinx intended to buy 13 data centers from Bell Canada.
  • Equinix will pay $750 million for the data centers, and expects annualized revenue to register $105 million.
  • The deal gives Equinix an additional 600 customers, 500 of which are net new, and strengthens the company's presence in a G7 economy.

Packet Purchase

  • On 3 March 2020, Data Center Knowledge reported that Equinix had finalized the acquisition of Packet at a cost of $335 million.
  • The acquisition adds on-demand server provisioning capability to the Equinix toolbox, allowing customers to deploy dedicated servers in Equinix data centers as is currently done with virtual machines in public clouds.
  • Announced in January 2020, the deal is seen as a vehicle for launching Packet's services globally via the Equinix platform and as a "major" broadening of Equinix's technical abilities.

Industry News

Largest Industry M&A Deals

  • Fierce Telecom mentioned Equinix in an article on the role private equity investors played in increasing data center mergers and acquisitions deals by 6% in 2018.
  • In the article dated 27 January 2020, Equinix's acquisitions of Verizon's data centers in 2016 for $3.6 billion, and its purchase of European data center provider Telecity Group for $3.8 billion, also in early 2016, were listed in second and third place behind the purchase of DuPont Fabros for $7.6 billion by Digital Realty, as the largest industry deals since 2015.
  • Together with Digital Realty, Equinix is mentioned as the industry's most "aggressive consolidators," contributing 31% of all M&A deals in the 2015 to 2019 period.

Hyperscale Deal in Japan

  • On 21 April 2020, Yahoo Finance reported that Equinix and GIC, the sovereign wealth fund of Singapore, would be forming a joint venture to operate one hyperscale facility in Osaka, and two hyperscale facilities in Tokyo.
  • The deal is worth over $1 billion, of which GIC will have an 80% equity interest and Equinix will have a 20% equity interest.
  • The facilities are targeted at serving the needs of hyperscale companies and will provide an estimated 138 megawatts of power to the two metropolitan areas.

Equinix on Digital Realty's Interxion Deal

  • Data Center Knowledge reported 31 October 2019, the comments of the Equinix CEO Charles Meyers on the potential of the proposed acquisition of Interxion by Digital Realty.
  • The article noted that the Equinix CEO thought the deal had merit and an "industrial logic", yet did not see it substantially challenging the "scope, scale and value" of the Equinix platform, particularly the 22% market share that Equinix enjoys in the EMEA area.
  • Mr. Meyers stated that Equinix will be comfortable competing against the entity that emerges from the deal in both Europe and globally.

Sify Purchase?

  • On 16 October 2019, Enterprise IT World queried the status of the Equinix and Sify deal.
  • The article speculated that discussions between the two companies in the previous few months centered around Equinix's interest in purchasing the data center business from Sify.
  • Sify's data centers are deployed throughout India and this is thought to be the reason for Equinix's interest.

IBM Cloud Collaboration

  • Datacenters.com reported on 24 June 2019, on the expansion of Equinix's collaboration with IBM Cloud to provide scalable and private connectivity to enterprises on the digital edge using Equinix Cloud Exchange Fabric (ECX Fabric).
  • Royce Thomas, senior vice-president, Strategic Alliances and Global Account Management at Equinix, said the company can assist enterprises to deploy hybrid cloud solutions and enable digital transformation.
  • Global Offering Executive at IBM Cloud, Gabriel Montanti, stated that Equinix's global presences offered IBM Cloud customers the opportunity to connect directly to critical applications from multiple points within the global Equinix data center network.
Part
05
of seven
Part
05

Data Center Industry: Trends

Macro trends impacting the data center industry are regulatory action on outages, addressing energy use, responding to climate change, increasing demand for services, talent shortages, and edge computing. For the demand for services trend, a brief outline is given on the different technologies that are driving the trend. The trends presented in this brief were culled from several articles from data center industry publications predicting the most important industry trends for 2020.

Outages — Regulatory Action

  • Data center outages, emanating from human error, cyber-attacks, equipment failure, software failure, or natural disasters, can incur high costs, impact on productivity, opportunities, and incur data loss. When the outage impacts on the ability of an essential service to function, the repercussions can be dangerous for human life. Within the past three years 50% of organizations in a survey by Uptime Institute encountered data center outages, a factor in the industry increasingly turning to regulatory action to ensure resiliency.
  • Regulatory action on outages is becoming an issue for the data center industry because of "asymmetric criticality" or "creeping criticality." Both terms refer to instances when processes and infrastructure has not been upgraded to accommodate the relative criticality of the applications and/or businesses they support. This is particularly important for organizations where the infrastructure cycle is out of sync with industry development.
  • Greater adoption of cloud and distributed IT infrastructure can help with managing criticality risk for organizations. This is achieved when data is copied across availability zones and workload management, disaster recovery as a service, distributed databases, software tools/approaches, and decentralized traffic. When this occurs with businesses in sectors such as the financial sector, reductions in the ability to view, account for, and control the data engages the attention of regulator.
  • Facility Executive reports that regulators in both the United Kingdom and the United States have turned their attention to the issue. In the United Kingdom, the use of cloud computing in risk reduction for fin tech is being investigated by the Bank of England. In the United States, a data center run by Amazon Web Services has already been examined by the Federal Reserve.

Managing Energy Use

  • Data centers are notorious for using large amounts of energy. Energy Innovation referenced statistics from Shehabi gathered in 2016 which stated that servers and cooling power provision systems both accounted for 43% of the total energy used at a data center. Other larges uses are storage drives with 11% and network services with 3%.
  • With the move to hyperscale data centers, the issue becomes particularly pressing as some of the largest data centers can use up to 100 megawatts of power capacity, equivalent to powering approximately 80,000 US households. Further, streaming a two- and half-hour long movie uses 1 kilowatt-hour (kWh) of energy. Streaming in 4K Ultra HD is expected to increase this to 3 kWh.
  • Aside from increases in streaming activity, other services that can lead to increases in energy consumption at data centers are continued deployments of 5G and blockchain. An International Energy Agency report from 2019 suggests that gains in energy efficiency at data centers may help to flatten energy demand, however the growth of data center dependent online services may mitigate against expected efficiency gains. The Uptime Institute agrees on this point stating bluntly that the drivers for use are too great to offset "efficiency gains."
  • Cooling a data center accounts for up to 40% of the total energy consumption of a facility. With increases in deployment of artificial intelligence (AI), an activity that requires high energy consumption processors, data centers are finding innovative ways to cool their facilities. Innovative solutions used so far include liquid cooling technology and artificial intelligence. At Google, the Deep Mind AI program was used to control the environmental systems at a hyperscale data center.

Regulating for Climate Change

  • Increased demand for online services leads to an increased need for data centers to provide the underlying processing power for the online services. Data centers impact the environment through particulates from generators, and the consumption of resources and materials.
  • The advent of eco-design regulation for servers and storage devices in the EU, coupled and the framework for strengthening how green data centers are constructed in China are two examples of governments strengthening regulations impacting on data centers.
  • Additional examples of a strengthening of regulatory action to reduce the environmental impacts from data centers include power usage effectiveness (PUE) limits and a hold on the issuing of new licenses pending an environmental impact assessment in Amsterdam, land use restrictions in Singapore, use of non-fossil fuels for on-site power generation in Santa Clara, California, and PUE limits in Shanghai. Facebook committed to the use of renewable energy (89%) at a new data center in New Mexico, and Microsoft intends to become carbon negative by 2030.
  • Datacenterfrontier.com discussed the impact of climate change on data centers in an article dated 6 January 2020. The article noted that Equinix, with an energy footprint of 43 megawatts powered by natural gas, has deployed Bloom Energy fuel cells in high cost energy markets, a move that is expected to save the company $150 million over the next decade and a half.

Demand for Services

  • Increases in the use of streaming services and other digital content, the move to hybrid and multi-cloud solutions, edge computing, data generation, and increased deployments of IoT devices are among the computing uses that are driving demand for data centers. The sector expects an increase in growth by 12-14 % per year, and institutional investors are "swarming" the sector.
  • Colocation services provided by data centers allows modern businesses to access the facilities of a data center without being saddled with the cost of a capital-intensive internal build out. Companies also leverage power and cooling facilities, and expert tools to reduce operational costs. Vxchnge.com notes that small and medium-sized companies can increase their ability to compete with large enterprises when colocation services are accessed.
  • A driver of the increased usage of colocation services is the development of intelligent monitoring. Organizations still require control and visibility of their data, regardless of whether it is processed onsite or off-premise. Intelligent monitoring allows users of colocation services to remotely manage IT deployments without having to incur the expense of using a third party.
  • Definitions of Hyperscale data centers vary, however the defining characteristics are the "scale of business criteria" the data center can service and the physical dimensions of the space. Hyperscale data centers are built to handle computing services that are power intensive, with heavy workloads and can handle heavy traffic. Equinix recently signed an agreement with GCI of Singapore to build three hyperscale data centers in Japan.
  • Modern computing characterized by 5G networks, IoT, and the rise of social media, all combine to create a staggering amount of data. The traditional storage method has been the use of hard drive disks (HDD). Because they are cheap and accessible, HDDs remain the choice of many organizations seeking efficient storage options. However, to meet the increased demand innovations in storage technology has led to solid-state drives (SDDs) and 5D memory crystals that are providing an option for the storage of huge tranches of data, albeit at a higher cost than HDDs.
  • Micro data centers are an option for enterprises seeking to minimize their environmental and energy footprint while retaining processing power onsite. Technologies such as edge computing, 5G, IoT, and hybrid architectures are also drivers of demand for this type of data center. Use cases occur in industries where onsite resiliency is required, such as in banking and retail. Uptime Institute expects the rate of demand for this type of data center to increase from 2022.

Demand for Talent

  • The workforce at data centers mainly comprise older men. In 2018, NetworkWorld reported that in a study on data center efficiency, Uptime Institute found that data center staff were getting older, were primarily male, and that females had little interest in data center jobs, comprising only 6% of the data center workforce.
  • The study went on to note that expertise in managing Service Level Agreements (SLAs), operations and management, security, networking, electrical engineering, and cloud computing, were among the skills with the highest demand.
  • Over half of data center staff were found to have more than 20 years industry experience (56%), while only 5% had less than five years. Addressing the dearth of talent for data centers will take time, as the underlying issues are "systemic and long term." Investments from industry and educators is one solution proposed to address the shortage.
  • The required skill sets new talent to the industry should possess, according to colocationamerica.com are artificial intelligence integration, edge computing, 5G, Kubernetes and container security, Linux, Cloud hybridization, and network functions virtualization.

Edge Computing

  • Gartner defined edge computing as a distributed topology for computing where the processing of information takes place closer to where data will be produced and consumed, at the edge of the network.
  • In the traditional model for cloud computing, data collected at the edge of the network has to traverse to the core for processing before being returned to the source or another part of the network for consumption. When the data traverses the network in this manner, latency becomes a factor.
  • Usage of edge computing is expected to increase because of greater adoption of Internet of Things (IoT) devices and the deployment of 5G networks. Networks with 5G infrastructure allow IOT devices to function more efficiently. Uptime Institute advises that a multiplicity of networking approaches and different types of data centers will be needed to accommodate the shift to edge computing.
  • Datacenterfrontier.com notes that industry experts do not dispute the usefulness of edge computing, but rather its profitability, with a focus on near-term cost/benefit analyses over long term use.


Part
06
of seven
Part
06

Equinix: SWOT Analysis

INTRODUCTION

A SWOT analysis of Equinix identified that the company's strengths include having an extensive global footing as well as a strong brand portfolio. A detailed overview of the research findings follows below.

STRENGTHS

1. WIDE GLOBAL FOOTING AND NETWORK DISTRIBUTION

  • Equinix is one of the world's largest data center and co location provider and has a vast distribution network that can reach the majority of its potential market.
  • Equinix has a presence in 50+ markets across five continents with a successful track record of developing products that connect the world's leading businesses to their customers.
  • Equinix operates data centers in the United States in Atlanta, Boston, Chicago, Dallas, Denver, Los Angeles, Miami, New York, Philadelphia, Seattle, Silicon Valley, and Washington, D.C.

2. STRONG BRAND PORTFOLIO

  • It also has a strong base of reliable suppliers of raw material that enables the company to overcome any potential supply chain bottlenecks.

WEAKNESSES

1. LIMITED SUCCESS OUTSIDE CORE BUSINESS

  • Despite Equinix, Inc. being one of the leading organizations in its industry, "it has faced challenges in moving to other product segments with its present culture."

2. LOW PROFITABILITY RATIO

  • Observing first quarter "2020 results within the Communications Services industry 28 other companies have achieved higher Gross Profit Margin."

OPPORTUNITIES

1. NEW TECHNOLOGY

  • Development of new technologies can provide Equinix, Inc., with an opportunity to practice differentiated pricing strategies in new markets, enabling the firm to maintain its loyal customers with excellent service and win over new customers through other value-oriented propositions.

2. NEW ENVIRONMENTAL POLICIES

  • New environmental policies have helped create a level playing field for all the players in the industry, which represents an excellent opportunity for Equinix Inc. to emphasize its advantage and gain market share in new product categories.

THREATS

1. LIABILITY LAWS

  • Liability laws in different countries are not the same, which can lead to Equinix Inc.'s exposure to various liability claims given the change in policies in those markets.
  • The company also runs the risk of facing lawsuits in multiple markets due to the different laws and continuous fluctuations regarding the standards of products in those markets.

2. INTENSE COMPETITION

  • Rising pay level especially coming from movements such as $15 an hour and the increase in prices in China, has the potential to bring about severe pressure on profitability for Equinix, Inc.

RESEARCH STRATEGY

In conducting a SWOT analysis of Equinix, we searched the company’s website, annual reports, press releases, investor relations’ info, and third-party articles that provide insights into what makes the company strong or unique. We also searched through third-party articles with the rationale being to find out what mistakes the company has made. Additionally, we looked at the identified Strengths to find out if they open up possibilities, as well as the identified weaknesses to see how eliminating them or better addressing them might lead to opportunities. We also looked at review sites to see what makes customers choose the company’s competitors rather than the company itself. Lastly, we looked at the company’s overall market and industry forecasts, as well as studying what their competitors are doing (and doing well) to help us identify the threats the company may be facing. These could come from their competitors, from obstacles they are facing (like new laws or obsolete technologies), cash-flow problems, or sources.
Part
07
of seven
Part
07

Data Center Industry: COVID-19

This research provides insights into how the data center industry has been affected by COVID-19. This industry has experienced an increase in demand. The construction of data centers globally have been affected based on how the individual countries are responding to the pandemic.

Demand

  • Demand in this industry, for collocation data center space, has increased as the spread of the pandemic has limited movement. It was already evident that this industry would witness a surge in the event that people cannot freely move around.
  • The verticals that have seen the highest increase in demands include cloud services such as education, gaming, and video streaming. The revenue streams are generally normal.
  • Jonathan Atkin is the Managing Director at RBC Capital Markets. In his remarks about the data center industry, he stated that the shift to digital delivery has caused this industry to experience a boost. He stated how this industry has not experienced any significant negative changes caused by this pandemic.

New Construction

  • In the wake of the pandemic, the drop in labor and the limitations in the transportation of various parts has interfered with the construction projects at new and existing sites.
  • According to Ed Cooke, the founder of Conexus Law, the construction of new data centers have experienced some struggles due to the pandemic. The main obstacles here is the halting of labor and the supply of various parts.
  • He states how several sites across Europe have had to halt construction necessitated by the lock down. With the lack of labor, the sites cannot continue to function/run. Industry leaders and key players are still unsure when they would resume construction.
  • Construction projects in Southeast Asia have responded differently. Singapore has paused activity in construction, while Thailand has simply adjusted workdays so that their workers can make it home before curfew. This is a sharp contrast with Europe that has completely closed construction sites to ensure the safety of the workers, their families, and their communities. Additionally, pre-construction activities have also experienced a halt.
  • In a world that is increasingly dependent on being connected, this industry will simply adjust to meet this demand. Although construction may have been halted, the industry will survive this pandemic.
  • It is also of importance to note that mergers and acquisitions still continued. From January 2020 until now, there have been 28 mergers in the US, worth $15 billion. This demonstrates how companies are still growing, even though physical construction may have been paused.

Research Strategy

This research was able to identify two major aspects of the industry that were affected by the pandemic based on insights from expert sources and leaders in the industry.
Sources
Sources

From Part 02
Quotes
  • "Equinix, Inc. is an American multinational company headquartered in Redwood City, California, that specializes in Internet connection and data centers. The company leads in global colocation data center market share, with 205 data centers in 25 countries on five continents.[4] It is listed on the NASDAQ stock exchange under the ticker symbol EQIX, and as of 2018, it had approximately 7,800 employees globally.[5] The company converted to a real estate investment trust (REIT) in January 2015.[6]"
  • "Equinix, Inc. Type. Public Traded as NASDAQ: EQIX S&P 500 component ISIN US29444U7000 Industry Internet Founded 1998 Founder Jay Adelson Headquarters Redwood City, California, United States Key people Jay Adelson (Founder) Al Avery (Founder) Charles J. Meyers (CEO and President)[1] Products Data centers Revenue US$5.5 billion (2019)[2] Total assets 22,491,091,000 US dollar (31 March 2019) Edit this on Wikidata Number of employees 7,800[3] (2019) Website equinix.com"
  • "Equinix was founded in 1998 by Al Avery and Jay Adelson, two facilities managers at Digital Equipment Corporation. The firm promoted its data center platform as a neutral place where competing networks could connect and share data traffic.[7] The firm focused on expanding interconnection from its inception, to capitalize on the so-called “network effect,” through which each new customer would broaden the appeal of its platform.[8] It expanded to Asia-Pacific in 2002[9] and Europe in 2007,[10] and then to Latin America in 2011[11] and the Middle East in 2012.[12] Peter Van Camp has led Equinix in a variety of roles for 17 years. He was chief executive officer from May 2000 until 2006, when he was appointed executive chairman of the board of directors.[13] Steve Smith took over as CEO in 2007[13] and resigned in January 2018. Van Camp was named interim chief executive officer upon Smith's resignation,[14] until Charles Meyers was named as the company's president and CEO in September 2018.[15]"
  • "n 2002, Equinix merged with i-STT, the Internet infrastructure service subsidiary of Singapore Technologies Telemedia, and Pihana Pacific.[16] This established the company's presence in China, Singapore, Australia and Japan.[17] In 2007, the firm announced a $2 billion international expansion plan and entered the European market by acquiring data center operator IXEurope and its facilities in France, Germany, the Netherlands, Switzerland and the United Kingdom. That plan was completed with the 2010 opening of Equinix's 50th global data center, in London.[18] Over the next seven years, the company nearly tripled its data center portfolio, growth the company attributes to increased demand for interconnection services caused by the emergence of cloud computing, along with the expansion of related trends such as the Internet of Things and big data.[19][20][21]"
  • "The firm's next major acquisition came in 2010, when the company purchased Switch and Data Facilities Company, Inc., a U.S. Internet exchange and colocation services provider with locations in 23 North American markets. The transaction was valued at approximately $683.4 million.[22] The company extended its operations to the Middle East and in Southeast Asia in 2012, announcing partnerships to enter the Dubai, UAE,[12] and Jakarta, Indonesia, markets.[23] Also in 2012, it completed a $230.5 million all-cash transaction for Hong Kong-based data center provider Asia-Tone, adding of six data centers and one disaster recovery center in the Hong Kong, Shanghai and Singapore markets.[24] In 2014, Equinix increased its Latin American presence when it paid $225 million to complete the acquisition of ALOG Datacenters of Brazil S.A., the country's leading provider of carrier-neutral data centers. Equinix had acquired a 53% stake in ALOG in 2011.[11] In 2015, Equinix converted to a real estate investment trust (REIT) in a move to gain tax advantages and enhance shareholder value by offering a regular dividend.[6] That same year, it acquired the professional services company Nimbo as part of a broader effort to assist customers executing data center migrations or advancing their network and hybrid cloud strategies.[25] Early in 2015 the firm opened five new data centers on four continents, increasing the company's data center footprint to more than 10 million square feet.[26] The largest acquisition in company history was announced at the end of May 2015, when Equinix said it would purchase the British company TelecityGroup.[27] The offer was cleared by the European Commission in November,[28] but only after Equinix agreed to sell eight of its data centers around Europe to Digital Realty Trust for $874 million.[29][30] In January 2016, Equinix announced that it had completed the Telecity acquisition in a transaction valued at approximately $3.8 billion.[31] The addition of these data centers more than doubled Equinix's capacity in Europe, making the company the region's largest retail colocation provider. The deal also added network and cloud density.[32] In December 2015, the company purchased Japanese provider Bit-Isle for $280 million,[31] doubling the number of Equinix data centers in Japan to 12 by adding five in Tokyo and one in Osaka.[33] In 2015, Equinix also acquired Nimbo, a cloud professional services company with expertise in helping enterprises make the transition from legacy data center infrastructure to a more agile hybrid one.[31][34] In 2016, Equinix opened new data centers in Dallas, Sydney and Tokyo[35] and announced a deal to acquire 29 data centers in 15 markets from Verizon for $3.6 billion. The purchase, which closed in May 2017, extended Equinix's North American footprint into Houston and Culpeper, Virginia, and brought the company into Bogota, Colombia, for the first time.[36] In 2017, the firm also opened a new data center in São Paulo.[37] In 2017, Equinix acquired Itconic which expanded its data center footprint into two new countries, Spain and Portugal. The $66.8M acquisition added five data centers in four metros.[38] In 2018, Equinix purchased the Dallas Infomart building, where it had already been operating four data centers.[39] It also acquired Australian data center provider Metronode and its 10 data centers, which expanded the company's operations into four additional cities.[40] In 2020, Equinix finalized the purchase of Packet, a startup, for $335 Million USD.[41] Packet was founded in 2014[42] and evolved to provide bare-metal servers as a cloud service. With this purchase, Equinix can now offer customers the ability to rapidly deploy physical servers across Equinix's hosting infrastructure.[43]"
  • "The firm calls its data centers International Business Exchanges (IBXs) to emphasize the collaboration and data exchange it says they enable. Chairman Peter Van Camp has compared them to "international airports where passengers from many different airlines make connections to get to their final destinations."[45] In 2017, the company launched its own data center infrastructure management platform, called IBX SmartView, for monitoring and maintaining data center operations.[46][47] The company's Internet Exchange service allows ISPs, content providers, and large enterprises to exchange Internet traffic through a global peering tool.[48][49]"
  • "Equinix has emphasized expanding its enterprise business as more companies move aggressively to compete as digital businesses. In a 2016 conference, Smith announced a company goal to increase its enterprise customer base exponentially in the next decade. Smith estimated the total addressable enterprise market at 350,000 globally and projected Equinix could land as many as 60,000 enterprise customers by 2026.[55] Equinix's total customer base at the end of 2016 was about 8,500, including about 2,250 enterprise customers.[56] Industry observers said a challenge for Equinix would be appealing to customers who did not know they needed what Equinix offers: "Courting enterprises … is more difficult than serving Equinix’s traditional customer base, consisting of financial, network, media, and cloud companies. These customers basically knew what they wanted from Equinix, and all Equinix had to do was deliver."[57]"
  • "Equinix says its appeal to the enterprise market is based on its network density, cloud expertise and what it says is a growing enterprise need to obtain services from multiple cloud providers just to execute routine business. It argues the only way the enterprise can meet customer expectations is with what it called an "interconnection first" mindset[55] that prioritizes moving closer to end users and enabling faster data processing and analysis at the "edge of the network." The company has devised what it calls an "edge strategy" for the enterprise, named the Interconnection Oriented Architecture. This strategy is designed to allow the enterprise to move closer to end users by capitalizing on Equinix's global footprint and the access it provides to multiple networks and cloud providers.[58] The firm also said its interest in cultivating enterprise growth was to ward off the threat presented by the largest public cloud providers, all of whom it hosts in its data centers.[59]"
  • "Some analysts have argued that the continued growth of the public cloud giants – such as Amazon Web Services and Microsoft Azure – would eventually lead them to abandon third-party colocation providers like Equinix, and build their own data centers and take advantage of economies of scale.[60] In response, Equinix has positioned its facilities as meeting places where enterprises could directly access as many public cloud services as possible and build customized and business-critical applications. The company believes that attracting more enterprises as they begin relying on multi-cloud strategies will further establish Equinix as an essential interconnection point between the enterprise and the public cloud, including its largest providers.[58]"
  • "In 2015, the company made a long-term pledge to power its entire data center platform with clean and renewable energy.[61] The pledge followed criticism in 2014 from the environmental group Greenpeace, which said in an annual report on the environmental practices of Internet companies that Equinix had an insufficient commitment to renewable energy and carbon emissions mitigation.[62] The company pledged to use 100% clean and renewable energy globally and signed deals with wind farms in Texas and Oklahoma to buy enough renewable energy to offset the energy consumption of its entire North American data center portfolio.[63] Also in 2015, Equinix was also among the signatories of the Obama Administration's American Business Act on Climate Pledge.[64] In 2018, Equinix was honored for its sustainability initiatives at the SEAL Business Sustainability Awards.[65]"
Quotes
  • "When our founders started Equinix in 1998, they envisioned a place where the information-driven world could grow and thrive. They wanted to ensure the vitality of the digital economy at a time when the Internet was revolutionizing the way businesses shared information—and exceeding its capacity for growth. Now, as we move into the interconnected era, Equinix is protecting, connecting and powering the digital economy by bringing more companies across 55 markets on five continents."
  • "Equinix connects the world's leading businesses to their customers, employees and partners inside the most interconnected data centers. Learn more about how we got here, what we believe in, and why we are the world's interconnection leader."
  • "Equinix founders, Jay Adelson and Al Avery, had a vision that the best way to improve security and reduce latency along the digital value chain was to shorten the distance between end points. So they built carrier-neutral data centers where networks could directly interconnect to exchange and scale internet traffic."
  • "Equinix is committed to being a responsible global company. We work hard to ensure our people, communities, industry and planet are left better interconnected, supported and enriched because we were here."
  • "At Equinix, we design, build and operate our data centers with high energy efficiency standards and a long-term goal of using 100% clean and renewable energy for our global platform. Our data centers meet global environmental and energy management standards, and our worldwide headquarters in California’s Silicon Valley has earned LEED® Gold Certification."
  • "Our management team leads by example. We focus on finding new ways to bring innovation, leadership and quality to the work we do every day. Since the company's beginnings, we have sought to transform the industry, to do exceptional things, to move quickly and decisively to take full advantage of the breakthrough technologies and deliver on emerging needs. This is the essence of our mission to enhance people's lives through digital storage anytime, anywhere."
  • "Equinix's objective is to be the interconnection platform for the world's leading businesses. Our purpose is to protect, connect and power the digital economy through our data centers and network connectivity, colocation and professional services, and our portfolio of advanced interconnection solutions. Equinix's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value."
  • "When you build your private cloud in Equinix, the world's leading communications networks and technology providers are colocated with you. The unparalleled service provider choice in Equinix lets you select and assemble a customized portfolio of information and communications technology (ICT) services to meet the needs of your business. With Equinix, you not only get more options than you'd get within your enterprise data center, you also can reduce WAN costs by 20% or more."
  • "Equinix provides private access to public clouds: it's like getting your own lane on the highway. If you'd like to establish low-cost, high-performance data links directly between your IT environment and your cloud provider's, there's no better place for it than Platform Equinix™. We are the only data center provider with private access to Amazon Web Services, Microsoft Azure and Oracle Cloud. In fact, we offer direct connections to the most cloud services in the data center industry. 2,500+ cloud providers reside within our facilities."
  • "Imagine instead of being across the Internet, you could be right across the room from all of the world's leading cloud and network providers. Our data centers house 1,500+ network providers. Equinix is the only place where business can connect directly to Amazon Web Services, Microsoft Azure and Oracle Cloud, and gain all the benefits of the cloud without security concerns, Internet performance bottlenecks and the risk of vendor lock-in. Inside Equinix, you gain unmatched choice and flexibility in building hybrid clouds that fulfill the exacting needs of your business, today and tomorrow."
  • "[Equinix lists 11 verticals on its website under "Solutions". These appear to be the areas where they specialize.]"
  • "[Equinix offers six interconnection services.] Simplify and scale your networks, improve performance and increase user quality of experience (QoE) while decreasing your networking costs. Learn how to build a more expandable, responsive and cost-effective WAN infrastructure to meet high-traffic demands for enterprises, network and cloud service providers."
Quotes
  • "Interconnection and Data Center Leader Delivers 68th Consecutive Quarter of Revenue Growth REDWOOD CITY, Calif., Feb. 12, 2020 /PRNewswire/ -- Delivered 2019 annual revenues increase of 10% year-over-year to $5.562 billion. This reflects a 9% year-over-year increase on a normalized and constant currency basis Named a leader in the first-ever IDC MarketScape report for Worldwide Colocation and Interconnection Services Customer deployments across multiple metros increased to 87% of total recurring revenues, demonstrating the value of the Equinix global platform"
  • "2019 Results Summary Revenues $5.562 billion, a 10% increase over the previous year or a normalized and constant currency increase of 9% Operating Income $1.170 billion, a 20% increase over the previous year, and an operating margin of 21% Adjusted EBITDA $2.688 billion, a 48% adjusted EBITDA margin Includes $9 million of integration costs Net Income and Net Income per Share attributable to Equinix $507 million, a 39% increase over the previous year"
  • "Business Highlights Equinix continues to progress its vision to evolve Platform Equinix® into a global platform that interconnects and integrates global businesses at the digital edge. On January 14, 2020, Equinix announced it signed a definitive agreement to acquire Packet, the leading bare metal automation platform. Equinix intends to leverage the Packet offering to accelerate the development and delivery of its interconnected edge services. By integrating Packet's innovative and developer-oriented bare metal service offering, Equinix intends to create a world-class, enterprise-grade bare metal offering that will allow customers to rapidly deploy digital infrastructure, within minutes, at global scale."
  • "Equinix continued to expand the reach of its global platform and currently operates across 55 metros in 26 countries including the recently completed acquisition of three Axtel data centers that serve two new strategic technology metros in Mexico. And, the company plans to build out new markets in Hamburg and Muscat this year. The benefit of this unparalleled reach is reflected in strong cross-regional activity with customer deployments across multiple metros increasing to 87% of total recurring revenues."
  • "Interconnection revenues grew 13% year-over-year on an as-reported basis and 14% on a normalized and constant currency basis, driven by strong customer response to Equinix Cloud Exchange Fabric™ (ECX Fabric™), good traction in new internet exchange markets, and solid interconnection net adds. Today, Equinix has the most comprehensive global interconnection platform, now comprising over 363,000 physical and virtual interconnections. The company delivered its twelfth consecutive quarter of adding more interconnections than the rest of its top 10 competitors combined. In Q4, Equinix added an incremental 7,400 interconnections, fueled by high gross adds from new streaming services, expanding inter-metro connections, and seasonably lower churn. Peak internet exchange traffic grew by 10% this quarter, helped by new OTT video offerings."
Quotes
  • "Platform Equinix – Our Competitive Advantage(1) 1) As of Q1 2020. 2) Total interconnections include both cross-connects and virtual connections. Equinix global reach expanding across 55 metro areas and 26 countries"
  • "Interconnected Ecosystems • Leading global premium colocation provider with 9,700+ customers and 370,000+(1) total interconnections • 1,800+ networks and 2,900+ cloud and IT companies Unmatched Global Reach • Differentiated global platform with $26 billion of invested capital • 61% of recurring revenues from customers deployed across all 3 regions High Quality & Consistency • 99.9999% uptime record • 100% renewable power pledge"
  • "Becoming the Trusted Center of a Cloud-First World"
  • "Sustainability at Equinix We are decreasing our reliance on fossil fuels, minimizing our carbon footprint, and creating the most energy-efficientdata centers in the world Sustainability@ Environment SocialMinimizingCarbonFootprint Accountability, honesty and ethics Governance OUR ACHIEVEMENTS • 1st data center to set a 100% clean & renewable energy goal and achieved 92% renewable in 2019 • 1st data center to transparently report ESG metrics through an annual sustainability report • Diversity, inclusion and belonging is a major focus of our CEO and executives • Added 3rd woman on the Board of Directors in January 2020 • Named to Forbes/JUST Capital Top 100 list of America’s Most Just Companies in 2019 OUR PURPOSE • Equinix values being a trusted and sustainable global partner • We seek to strategically align our efforts with areas our business has control and influence over and positively create value for all Equinix’s stakeholders: customers, investors and employees Our renewable energy comes from: • Wind farms in Oklahoma and Texas and local clean energy programs in the U.S. • Certified green power from our suppliers in Europe • International certificates from renewable energy projects in China, Japan and Vietnam"
  • "Proven track record of growth and profitability 69 consecutive quarters of revenues growth - longer track record than anyone else in the S&P 500 • High recurring revenue business model: ~ 95% of revenue recurring and ~90% of bookings from existing customers"
  • "Equinix property ownership Ownership Strategy • 55% of recurring revenue from owned properties (1) • Ensure long-term control over all assets • Intend to own more strategic properties over time Long-term economic control of assets • Average lease maturity, including extensions, of >18 years(1) • 71% of leases by square footage renewing 2034+(2) • 95 of 211 Data Centers are owned • Structure leases with renewal and purchase options • Manage landlord exposure to minimize economic negotiating leverage (governments, owners with few leasing alternatives) • Limited economic impact – cash rents represent ~7% of revenue Common reasons for leasing • Unable or not practical to own certain multi-tenant facilities • Foreign country restrictions • Minimize capital at risk in new locations"
  • "Equinix, Inc. (Nasdaq:EQIX), connects more than 4,000 companies directly to their customers and partners inside the world’s most networked data centers. Today, businesses leverage the Equinix interconnection platform in 31 strategic markets across the Americas, EMEA and Asia-Pacific. www.equinix.com."
Quotes
  • "Job Summary: The Director, Global Alliance Marketing is a key member of the leadership team, playing a critical role in the planning and execution of global partner marketing initiatives, strategies and activities for Cloud and -Technology Alliance Partners as well as early stage Business Development Partners."
Quotes
  • "May 2018 Equinix relies heavily on email campaigns for lead generation, nurturing and conversion. Recently, the Equinix creative services team identified content-related email issues. The copy was inconsistent in style, voice and tone. The messaging often did not map well to the campaign objectives and the corporate brand guidelines. Emails were treated as one-off projects, with no consistent storylines across a given campaign."
  • "To address these issues, the Equinix team began searching for a content agency. Elevation Marketing participated in its extensive proposal process that included rewriting a set of existing Equinix emails to pump up the engagement and storyline. Elevation started by developing a broad continuing storyline – “Five Collaboration Killers” – and showed how that arc could anchor and energize a marketing campaign across a series of emails. Elevation also went beyond the email exercise to make recommendations for improving the quality and focus of download offers – the only agency in the proposal process that took such a holistic approach. This strategy, as well as Elevation’s editorial expertise and robust workflow process, convinced Equinix to award the business to Elevation. "
  • "Drawing on lessons learned in managing content development programs for several large enterprises, Elevation started by staffing a tight group of editorial and project management experts. The creation process for email content starts with a core team of experienced writers with relevant knowledge as well as ongoing training in Equinix’s messaging and product portfolio. An editorial director and a dedicated copy editor ensure that all content complies with Equinix corporate messaging, voice and tone standards and brand guidelines. "
  • " The email content initiative is managed by and funded through the Equinix creative services group, and email requests themselves come from a wide range of functional areas, such as product marketing, field marketing and event promotion, and geographical offices (e.g., Ireland, Hong Kong, United Kingdom). "
  • "Working with Elevation, Equinix has achieved its primary goals and more. Editorial consistency and brand compliance for email content are steadily improving across the company worldwide. Creative, relevant campaign themes help focus and energize Equinix’s internal team and are starting to increase click rates. Elevation is creating a corporate style guide to help propagate editorial best practices to other groups at Equinix that have content responsibilities"
  • "The scope of Elevation’s involvement at Equinix has expanded to include content development for collateral and other marketing assets. Elevation also provides editorial review for content created by Equinix business units. The Equinix creative services team brings Elevation into the planning process to consult oncampaign strategies and best practices. In sum, Elevation has firmly established itself as a trusted editorial and content strategy partner – just what Equinix was seeking. "
  • "Elevation developed a broad continuing storyline –“Five Collaboration Killers”"
Quotes
  • "The goal for Equinix was to garner attention for the company within the press, analyst and technology influencer audiences to ultimately reach service providers, enterprises and content providers with messages articulating the benefits of outsourcing data center operations at Equinix. Equinix wanted to be known as the leader in the network-neutral data center and collocation space."
  • "Over a ten year working relationship, Julie Karbo and her agency helped Equinix grow from an unknown, stealth startup into a $1B plus (revenue) leader in the data center services space. This included communications programs through an IPO, four acquisitions and two recessions, one of which threatened to bankrupt the company. Critical to this success was an aggressive, ongoing media, analyst and industry association outreach program combined with the creation and refinement of a first of its kind messaging platform for Equinix that emphasized the company’s differentiators against their competitors. The PR team knew it was essential to elevate Equinix above competitors by stressing the centers as a platform for business and physical interconnection compared to competitors’ real estate, server farm focused positioning. As a result, when the company was launched, positioning was based on Equinix’s unique network-neutral exchange services offering where companies would come to Equinix centers to connect to a wide aggregation of strategic network service providers. This varied from Equinix’s competitors that generally sold access only to their own, single network."
  • "On the media side, Karbo and her partner leveraged creative themes, including the “James Bond-like” features of Equinix’s centers to attract press attention and features in Fortune Magazine and the top technology publications. After 9/11, when physical security and redundancy become increasingly important business considerations, the agency was able to leverage Equinix’s unique positioning on these issues to continue generating positive media attention, despite the extreme downturn in the tech economy at that time. At a time when competitors, such as Exdous, Digital Island, Sprint and Cable & Wireless, were acquired or failing, Equinix was thriving."
  • "The agency also used other opportunistic events over the years as vehicles for promoting Equinix, such as the power blackout in the Eastern U.S. in 2003, when the agency placed Equinix in articles on the power issues related to the operation of the Internet in the Associated Press, the New York Times, the San Jose Mercury News and other media. Ongoing activities included regular announcements of innovative new products and customers, along with regular media tours and face-to-face interaction with strategic press and analysts."
  • "Equinix continues to be recognized as one of the market leaders in data center services space. Several competitors have even copied the company’s positioning. The company remains top of mind for strategic decision makers within all of the company’s core audiences: enterprises, service providers, content companies, and systems integrators. Similarly, Equinix is well known to the market analysts that are making recommendations to customers considering outsourcing their data center, collocation and connectivity needs. The company now generates more than $2B in annual revenues and customers include IBM, Sony, Wal-Mart, Merrill Lynch, Google, Yahoo!, eBay, AT&T, Sprint and Verizon."
Quotes
  • "3. Turn everyone into an advocate In a fragmented media and social landscape, marketers can no longer reach their goals for awareness and reputation just through paid media and PR. People are the new channel. The way to amplify impact is by inspiring creativity in others. Treat everyone as an extension of your marketing team: employees, partners, and even customers."
  • "For Equinix, surveys revealed that a third of employees were not confident explaining its company story. The company introduced an internal ambassador program for its more than 6,000 employees. This program gives employees across all disciplines and levels tools to educate them on the company, its culture, products and services, and how they solve its customer’s needs. More than 20% of employees took the training online or in workshops in the first few months of the program, and employee submissions to its sales lead and job candidate referral programs were up 43% and 19% respectively."
Quotes
  • "Equinix is a global brand that reaches many different audiences in many different ways. Across varying touchpoints and assets, including International Business Exchange™ (IBX®) data centers and office environments, it is imperative that we maintain a consistent and impactful representation of the brand. As such, we have created a set of brand guidelines to assist anyone involved in visually representing the Equinix brand."
  • "Video brand Branded videos are an important part of the Equinix asset mix. To ensure brand consistency, this document provides a brand requirements checklist for all videos, an overview of available branded video assets, an overview of video style/animation/music styles, and provides video shooting best practices and considerations for video creation. Video assets are also available in our “Brand Assets: Guidelines” collection."
  • "On-site photography Equinix uses a wide range of custom and stock photography across our communications and marketing. To best highlight the uniqueness of our brand, all imagery must be in full color. The following details how to capture Equinix-owned assets on film to ensure they are in line with the brand."
  • "Editorial content styleguide These guidelines define our tone of voice and writing styles to ensure consistency across our content."
  • "IBX and office signage This document details Equinix’s guidelines for signage templates including specs, materials for fabrication and placement. These guidelines set general standards, including ADA, for all Equinix environmental signage globally both in IBX data centers and offices. Signage templates are available for download in the templates section below."
  • "IBX external signage guidelines These guidelines define acceptable external building identification applications and materials for consistent, branded visuals to improve customer experience."
  • "Document templates The look and feel of Equinix communications is unmistakable due to our standardized use of core brand elements. Maintaining this consistency across all creative materials is vital. Below are some basic templates for everyday use to help you maintain brand consistency of your materials."
  • "Powerpoint Presentation Templates Letterhead Spreadsheets Email Signatures – For help setting up your Equinix email signature, please visit Brand Desk on the Hub to access Setup Instructions. "
  • "Version string The version string is used to track iterations of documents as they move through the development process. It consists of five distinct codes and generally appears on the last page of a document."
  • "Company boilerplate ​​​​​Below is the approved company overview to be used in press releases, collateral, and for any external purposes where a company description is needed. Please contact regional marketing leads for translations. Equinix,Inc. (Nasdaq: EQIX) connects the world’s leading businesses to their customers, employees and partners inside the most-interconnected data centers. On this global platform for digital business, companies come together across more than 50 markets on five continents to reach everywhere, interconnect everyone and integrate everything they need to create their digital futures."
Quotes
  • "Program Overview The Equinix Partner Program makes it easy for partners to align their go-to-market plans with Equinix to create steady demand and maximize marketing return on investment. The program aims to deliver benefits based on the partner’s commitment to achieving sales and marketing goals. The program is structured to support three partner categories and three partner participation levels, based on strategic value, alignment and commitment to revenue targets. The partner categories are organized to support indirect channel and technology partners. Each category supports three levels of participation. Partner Categories Platform Partners are vendors that provide technology and solutions that help Equinix deliver integrated solutions to our mutual customers. Resellers provide an indirect sales channel with Equinix and other solution providers to their customers. VARs (value-added resellers), SIs (systems integrators), MSPs (managed service providers), etc., specialize in buying and configuring product and services from many vendors to build complete IT solutions for their customers. Sales Agents/Consultants include Equinix master sales agents (MSAs) that are highly aligned with Equinix sales and marketing strategies. MSAs also support sales agents which may be independent business entities from the MSA but align sales activities under the guidance of the MSA. Consulting partners are included in this group and perform the same role in EMEA as sales agents in the AMER markets."
  • "Partner Program Participation Levels The program rewards partners with increasing benefits based on their strategic alignment with Equinix, revenue contribution and commitment to joint marketing efforts. All partners access program benefits through Equinix Partner Central. Silver Level - Partners typically engage in nominal sales motions with Equinix and require limited marketing support to execute their programs. Gold Level - Partners at this level provide an ongoing and substantial sales effort to mutually benefit the partnership. These companies commit to and actively participate in go-to-market (GTM) planning and execution to help drive sales. Gold level partners are assigned Equinix business development executives and participate in quarterly business reviews (QBRs). Platinum Level - Partners engaged with Equinix at this level make a substantial commitment to strategy alignment, marketing support and field enablement that drive a high sales commitment or have the ability to commit resources to support Equinix’s long-term strategy"
Quotes
  • "The Facebook page seems to be maintained regularly. It has over 37k followers."