XO Plans to Make Its Mark

What's in a brand? According to XO Communications - the company formerly known as Nextlink - its new brand conveys simplicity and revolutionary offers. But, if it reminds you of hugs and kisses, that's O.K., too.

"The Nextlink brand was weak," said Linda Mills, marketing vice president. When Nextlink and Concentric merged, the company sought a new name that would have more impact and better convey what it is all about.

Along with its new name, XO announced flat-rate pricing for its bundles of services, known as XOptions, which includes voice local and long distance, Web hosting (e-mail, domain registration, Web-site development and e-commerce tools) and Internet access ranging from DSL to higher quality dedicated access. Business customers can access the XO Web site (www.xo.com) and use the XO Benchmark Web tool that will allow them to select the right XOption on either a per-company or per-user basis. Once the package of services is selected, the customer is billed the same rate each month on one bill.

"And we offer a 90-day guarantee," Mills said. "A customer can cancel in the first three months, and we'll pay the costs of switching them to another provider."

XO offers services via copper, fiber and fixed-wireless broadband. XOptions will be available in 51 markets. The company has launched LMDS service in 13 cities as of the third quarter and will serve more than 25 cities by the end of this year, Mills said.