CenturyLink is the #3 telecoms group in the US, formed from the acquisition and merger of several separate businesses including fixed line provider Embarq (previously part of Sprint) in 2009 and regional service Qwest in 2011. However, the number of customers has been steadily shrinking as a result of the move towards mobile connections. At the end of 2015 it managed 11.7m wireline connections (down from 13m two years earlier) spread across 37 states. It has a significantly larger proportion of rural customers than its two main wireline competitors AT&T and Verizon. The group also offers broadband services, including Prism IP TV in some markets, and has marketing and reseller partnerships with both DirecTV and Verizon Wireless. It acquired cloud storage and IT services business Savvis in 2011. Corporate customers account for the largest share of group revenues, which decreased marginally to $17.9bn in 2015. Glen Post is CEO and the architect since 1992 of the transformation of regional telecoms company CenturyTel into a national player. Towards the end of 2016, CenturyLink announced plans to acquire broadband network group Level 3 Communications for $25bn. The deal will give the merged group an extensive global internet infrastructure. Adbrands does not currently offer a business profile for this company but subscribers may access account assignments and contact information. The searchable account assignments database is available to full subscribers to Adbrands.net premium services. Click here to access Adbrands account assignments (subscribers only); or see here for information on how to subscribe.
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Who competes with Centurylink? See Telecoms Index for other companies
Advertising expenditure for CenturyLink in 2015? See ranking of Declared Advertising Costs
Capsule checked 23rd August 2016
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Adbrands Weekly Update 3rd Nov 2016: Though it has a lower profile than national giants AT&T and Verizon, CenturyLink is actually the #3 wireline telecoms group in the US, focused mainly on fixed connections in less lucrative rural markets. It will get bigger still with the acquisition of Level 3 Communications, a similarly low-key but even more substantial broadband specialist which controls one of the world's biggest internet backbones, almost exclusively serving enterprise customers. CenturyLink will pay $25bn in cash and stock for the smaller company, or $34bn including debt. Combined annual revenues are around $25bn.
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