Seagate Software has resigned itself to the fact its flagship product Crystal Reports has a stronger brand awareness than its own name. As such, the company has changed its name to Crystal Decisions, company officials revealed in Australia today.
Seagate Software fell under the ownership of investment group Silver Lake Partners through the privatisation of its former parent company Seagate Technology last year. After extensive brand awareness research the new owners agreed the company would benefit more from leveraging the Crystal nomenclature.
The announcement, which comes five days ahead of a planned US statement, also marks the release of a new reporting and analysis product suite Crystal Enterprise. Coinciding with the launch of Crystal Enterprise is the latest version of Crystal Reports, version 8.5, which will be included in the suite.
Rhody Burton, partner manager for Crystal Decisions, claims the change of name will be well received by the channel, which she feels, knows the company from its Crystal Reports product.
According to Crystal Reports officials the company is also looking to brand the company as more than just a reporting tools developer as it moves holis bolis into the business intelligence and knowledge management space.
Photograph: Crystal Decisions partner manager Rhody Burton