Shares of Rackspace Hosting (NYS: RAX) jumped 12% overnight and have gained a spectacular 25% since last Thursday. Not only did Mr. Market bid the stock up in anticipation of a terrific second-quarter report -- but the budding cloud-computing giant also delivered in style.
Analysts were looking for earnings of $0.18 per share on about $318 million in sales. Rackspace delivered $0.19 per share and $319 million, respectively, sliding past the Street's consensus by the slimmest of margins.
That's nice and all, but it's hardly cause for a rocket launch. The real explanation lies in a separate press release.
You see, Rackspace took this opportunity to launch a new brand identity. The company will still be known as Rackspace, but the OpenStack cloud computing service is leaving fingerprints all over the corporate logo, tagline, and marketing messages.
Oh, Rackspace still sells traditional hosting services like its name would suggest. But the "open cloud company," as it now makes itself known, is really all about cloud computing. Never you mind that Amazon.com (NAS: AMZN) and Microsoft (NAS: MSFT) each got a head start with their Amazon Web Services and Windows Azure platforms, not to mention that those giants' enormous financial and operational resources dwarf Rackspace's. Built on open standards and backed by customer support so fanatical that it's a trademarked term, Rackspace expects to keep winning share of this exploding market anyhow.
At least three analyst firms increased target prices, sales projections, and/or earnings estimates after this one-two punch. Scott Goldman of Goldman Sachs (no relation, I presume) said the bear thesis was mitigated by this quarter's financial results. OpenStack will be more of a long-term growth driver than an instant catalyst, according to Jefferies.
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The article Why Is Rackspace Jumping Into Deep Space? originally appeared on Fool.com.
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