Domain change FAQ copy page link

Cradlepoint.com is transitioning to cradlepoint.ericsson.com. Here are some FAQs to help you understand what to expect and how this change impacts you.

What’s staying the same:

• You’ll still find all the web pages, resources, and web structure as you’ve known it under the cradlepoint.com umbrella. 

What’s changing:

• A clearer signal to the market that we’re an Ericsson business while maintaining the strong brand identity through Cradlepoint routesrs with a specialized focus on enterprise wireless solutions.

Q. Why are we changing the cradlepoint.com domain?

A These domain changes are essential to align our digital presence with the official rebranding to Ericsson Enterprise Wireless Solutions from last year. In addition to the main website, the domain portfolio includes multiple subdomains that support email, partners, and customers. We have begun the work to move our web domain portfolio to reflect the Ericsson brand.

• Brand Consistency – This change will help people properly associate the familiar Cradlepoint term within the Ericsson brand.
• Partner Alignment – Partners are confused by requests to update their sites with Ericsson branding, but they receive emails and links to cradlepoint.com.
• Customer Experience – Marketing communications use the Ericsson brand in messaging but links point to cradlepoint.com, diluting the unified brand impression.

Q. What’s the first step?

A We creating the subdomain under ericsson.com called cradlepoint.ericsson.com. This is a vanity domain that we can use in our new marketing, as well as offer safer transition to the new future domain name.

We are currently working with Ericsson Group Function to explore additional subdomains that will represent our BA and won’t include Cradlepoint.

Q. What’s the timeline for the project?

A We plan to transition to the new Ericsson subdomain for the main BEWS website by the end of 2025. We are working with all of the other BEWS domain owners to build a roadmap for transition.

Q. I manage a subdomain on cradlepoint.com — what do I need to do?

A Please reach out if you own a platform that uses a cradlepoint.com subdomain. We are beginning to coordinate with owners to help them work with Group Function to identify a new home.

Q. Will this impact leads?

A Potentially. We should expect increased costs and diminished performance in the near-term through the paid media channel. However, in the medium term, it may increase organic traffic because we will now begin to rank for Ericsson terms. We are hoping that will counteract any authority loss (and associated traffic) from the word “Cradlepoint”. We are going to used a stage rollout to lessen the impact on leads.

Q. Will links to cradlepoint.com break?

A Not if the link is working correctly now. Our redirect server will handle links from cradlepoint.com to cradlepoint.ericsson.com.

Q. When can I start updating my collateral

A There’s no need to do this right now. The existing cradlepoint.com link will still work. We are working with Ericsson Group Function to explore additional subdomains that will represent our BA and don’t include Cradlepoint.

Q. Will there be an impact on consent policy?

A We will have the same policy on the new domain as we do on the old. If someone comes through the redirect server, we are trying to confer the opt-in policy from cradlepoint.com. But, there may be instances where people will be prompted again to opt-into cookies. This may give us a chance to reach people who previously declined. Also, we believe we will retain the same level of content/opt-in, which is currently around 90% in North America and 50% in Europe.

Q. Is there anything for me to do?

A Not at this time. Wait and update any email signatures or collateral until after the next round of Ericsson Naming Council decisions are made.

Q. Will customers notice any difference?

A No immediate difference. All existing links work normally, and the redirect is seamless. Customers can use either domain to access the same content and functionality.

Q. How does this affect sales materials?

A The domain cradlepoint.ericsson.com will be available to start using after August 9. However, existing materials with cradlepoint.com links continue to work perfectly.

Q. Should I submit a request to update collateral to the Digital Marketing team?

A Not at this time. Wait and update any email signatures or collateral until after the next round of Ericsson Naming Council decisions are made.

Q: Don’t see your question? Let us know what additional questions you may have: