In an attempt to end the confusion between itself and the other branches of its parent company, AMS Communications has changed its name to Netbridge.
Proclaiming itself to be the Australian systems integration company, Netbridge will focus purely on the areas of networked computing and emerging information technologies.
According to general manager Dan Downs, the name change came about after several customers expressed confusion between the systems integrator and its parent corporate reseller, Applied Micro Systems. Both companies are divisions of the $200 million Australian-owned AAG Holdings, whose stable also includes Prion Technology Distribution.
Downs hopes the change will also better position the company in its desired marketplace. "We believe that in the marketplace that we're targeting - which is between $250,000 and $2 million projects for networking, intranets and messaging - that we can be the company to take that space," said Downs at its launch last Tuesday.
"The industry itself is going through a huge commoditisation," Downs says, "where compli-cated products are sold at a very low price. There is a polarisation happening between the volume resellers like Harvey Norman, and, at the high end the international, SIs. And I know there's a space in there; and clearly there are customers out there who want to deal with somebody like us that's focused in that area."
Downs says the jewel in the Netbridge crown is Teamservice - its scalable and modular methodology, he says, was designed to suit the demands of the Australian IT environment. The key to Teamservice is its modular approach.
"We actually start right at the beginning, and work with the customer to develop the functional requirements spec, and work right through with them to the end result they expect to get," said Downs.
The six modules of Teamservice can be engaged sequentially or individually.
Netbridge itself employs 125 people across five states, with 50 or 60 contractors currently onboard to assist with various projects. Its primary suppliers include Microsoft, Hewlett-Packard, Cisco, and Oracle.
The company also operates Netbridge People, a recruitment and contracting consultancy which provides staff to both AMS projects as well as external parties.