White Label Cloud Provider Peak Rebrands as Faction

Peak, whose current specialty is providing white label cloud infrastructure to enable channel partners to become cloud service providers, has rebranded to Faction so that its name better reflects its business.

Prior to Peak, the company was named PeakColo. As the old name implied, it did offer colocation services before refocusing its efforts on being a cloud enabler through Peak and dropping “colo” from its name.

This week's name change comes with a promise not to compete with the company's customers by providing its own cloud services.

There are several companies whose names include the word “Peak,” such as Peak Technology Solutions and Peak Technology Enterprises. Perhaps the most confusion occurred between Peak and Peak 10, a managed services, cloud, and data center provider. Both companies deal with cloud and both do channel business. The former is different in that it doesn’t deal with end users like the latter does. It only helps other service providers set up and sell their own cloud services.

Faction's main product's name has also changed to "Cloud building Blocs."

The new product portfolio includes:

Faction’s cloud platform is technology-agnostic. Its cloud infrastructure is based on VMware vCloud, NetApp, Cisco UCS, and Open Compute servers.To customers wanting to set up clouds it provides dedicated virtualization management portals, dedicated resources, and a 100 percent money back Service Level Agreement.

The company has several patents that deal with Layer 2 private pathway connectivity. The Layer 2 connect means customers can use their own IP schema, firewalls, and routing, which makes it less complex than connecting through Layer 3. The conversion to Layer 3 is usually a time-consuming process, particularly for larger companies with a multitude of devices.

Faction raised $9 million in equity last November for a total of $16 million raised since December 2013. The company is in its early, high-growth stage.

“Following three years of triple-digit growth, we knew it was time for our corporate identity to closely match our core tenets,” Luke Norris, CEO and founder, said in a release. “The Faction name is a perfect representation of our beliefs. Together our company’s members represent a unique breed of IaaS cloud thought leaders and engineers who believe there is a better way to deliver cloud. We banded together for the pursuit of giving our customers and partners control, not compromise."

Faction operates cloud nodes in Silicon Valley, Seattle, Denver, Chicago, New Jersey, New York, Atlanta, and the U.K.