imgres-21-300x84Rackspace Hosting has always prided itself on its customer service.

The San Antonio-based web hosting company grew by offering “fanatical” customer service in an industry not known for providing excellent customer service.

Today, Rackspace announced a new move to rebrand itself by focusing on its “fanatical customer service” for managed cloud services. The announcement comes as Rackspace sees increasing competition from Amazon, Microsoft and Google.

Rackspace announced more service levels and new prices for its cloud management expertise. It also announced a new program for developers to help them build applications.

“The cloud market is evolving. More customers are looking for a trusted partner with specialized expertise to help manage their cloud. Rackspace is ideally positioned to lead this managed cloud segment of the market,” Graham Weston, Rackspace co-founder and CEO said in a news statement. “Our new service levels will help businesses tap the power of the cloud without the pain of recruiting experts in dozens of complex technologies. We are the partner that will be with them every step of the way to help make their cloud strategy successful.”

The rebranding follows Rackspace’s announcement in May that it hired Morgan Stanley to evaluate potential partnerships and acquisitions.

“In recent months, Rackspace has been approached by multiple parties who have expressed interest in exploring a strategic relationship with Rackspace, ranging from partnership to acquisition,” according to a statement filed with the Securities and Exchange Commission.

Rackspace, founded in 1998, is the largest technology company in San Antonio with more than 3,000 employees occupying the old Windsor Park Mall in Northeast San Antonio. It also has an office in Austin and has international offices in London and Hong Kong.

Rackspace is the founder of OpenStack, the open-source operating system for the cloud. The company has more than 200,000 business customers.