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6 Questions Partners Have About GE Digital's Spin-Off

The spin-off of GE Digital into a standalone industrial IoT company raises new questions, including whether it will remain with GE long-term, what the company's new name will be and who will become the company's next CEO.

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What Will Be GE Digital's New Name?

In GE's Thursday announcement, the company said GE Digital will get a new identity and brand, indicating that the days of the company running under the name "GE Digital" are numbered.

Lynch said he expects the company will attempt to differentiate itself from the GE brand, though it could potentially use GE's name somewhere in its branding — similar to what GE did with Current, the connected lighting business that is branded as "Current by GE."

With GE's financial problems and GE Digital's struggles to lead the industrial IoT market, there may be a benefit in the company trying to distance itself, Lynch said. At the same time, GE remains to be a strong brand, despite the company's current issues.

"Hopefully they will position themselves as the new kid on the block," he said. "I think they want to get away from the GE Digital brand. It's a fine balance. You don’t want to carry the baggage with you, but you want the brand weight behind it."

The company said it would share more details about the GE Digital spin-off in the first quarter of next year, which is when we may learn about the new brand identity.

 
 
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