Australian IT and consulting firm Trimantium GrowthOps has changed its name as it attempts to carve a new niche in the technology market.
The company will now be known simply as GrowthOps, although its full legal name will remain intact on the Australian Securities Exchange.
“Trimantium is an important part of our heritage and listing story but our sole mission now is to help our clients grow,” GrowthOps CEO Paul Mansfield said.
“To do that, we’re intentionally creating a new category in professional services and have coined it, ‘growth services'.
"It spans the traditional technology, marketing communications, and consulting industries, fusing these disciplines to help large organisations acquire and retain new customers, build and launch transformational products, and scale operations.”
According to Mansfield, the shortened name was already being widely used internally and externally.
“We decided to embrace that,” he said. “After all, GrowthOps focuses on what we deliver for our clients – creating growth, scaling operations, and realising opportunities.”
Trimantium GrowthOps was originally formed through the merger of enterprise cloud and software solutions provider 3wks, mobile applications developer Jtribe, enterprise IT consulting, and cloud and software solutions provider Digital Moshi.
It is also comprised of digital marketing and technology player KDIS, creative agency AJF Partnership, content producer Khemistry, branding and graphic design firm Voodoo Creative, and the Institute of Executive Coaching and Leadership (IECL).
On 16 March, the company listed on the ASX following a $70 million initial public offering (IPO).
Five of these firms have also now rebranded to GrowthOps.
The name change follows the recent acquisition of digital marketing company Asia Pacific Digital, which was bought for $20 million in September.
Asia Pacific Digital, along with the remaining three subsidiaries, will change their names in due course.
Through the acquisition, GrowthOps now has presence in six countries, including Singapore, Malaysia, the Philippines, Hong Kong, as well as Australia and New Zealand.