Technology companies seem to change their names with remarkable
frequency these days.
This notion came to me during the run-up to the annual Travel
Weekly Technology Conference, held May 3 to 5 in Chicago. The names
of participating firms kept changing.
So, during spare moments at the show, I asked a few people why
they had gone to the expense of changing a company name and taken
on the rebranding challenge that followed. I have these
answers:GRSNetwork (formerly Global Reservations Systems, a.k.a. GRS),
Corte Madera, Calif. This firm, which provides low-cost access to
Apollo, has broadened its focus and isn't just a res system
It wanted a name that better reflected its relationship to the
trade. After talking to a branding consultant, the firm chose a
name that retains the GRS acronym, which, though not very old, was
becoming known.Nexion (formerly ITA Network), San Jose, Calif. It began life
as a travel agency targeting the public on the Web.
Now the provider of CRS access to other agents, it, too, wanted
a more fitting name and hired a consultant to help. Nexion
(pronounced NEK-shun) is based on two roots -- "nexus," meaning
core, and "connection" -- which suggests a hub for the agencies it
serves.OrbitTravel.com (formerly Orbit Travel Network), Whitefish,
Mont. This firm, which assists agencies in developing Web business
plans, took advantage of a restructuring to change its name to
better reflect the kind of business it is in. It's the dot-com that
makes the difference.Pegasus Solutions (formerly Pegasus Systems), Dallas. It was
the purchase of Rezsolutions that led to a name change here. The
word "solutions" reflects the Rezsolutions connection.TRX Inc. (formerly WorldTravel Technologies), Atlanta. This
company is declaring its independence with a name that no longer
identifies it with its roots, having been founded some years ago by
the owners of WorldTravel Partners.
The firm, which sells quality control and other such tools and
provides on-line fulfillment services for the likes of Expedia.com,
also has filed with the Securities and Exchange Commission for an
initial public offering. The TRX name is meant to be suggestive of
the word "transaction."12degrees Corp. (formerly Korobra), Palo Alto, Calif. This
firm, which targets the independent traveler via the Web, found
that no one could remember or spell Korobra, important
considerations for a Web address.
12degrees is expected to be easier for the public to use, and,
the company said, the name is meant to reflect the traveler's
desire to be involved in determining the direction of his or her
The explanations sound good, but I think I need a chart to keep
track of everybody.
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