GoldMine Software, which is owned by JSE-listed Ixchange, last light announced to local customers and partners that is changing its name to FrontRange Solutions.
The US-based developer of sales, marketing and customer support software, headed by chairman and CEO Dana Buys, said the name-change reflected a broader strategy, focused on delivering more Web-based products and total e-business solutions.
Announcing the new corporate identity at a function in Boksburg last night, Stuart Russell, MD of FrontRange Solutions SA, said the company was confusing the market with a corporate name that was the same as one of its products.
Russell said FrontRange Solutions now faces the challenge of becoming "a solutions-driven company that provides clients with positive return on investment".
"We will still remain a company that develops software, but we will no longer be merely software providers but rather solutions experts," he said.
Brand names Heat and GoldMine will not be affected by the change, Russell added.
The renamed company will operate three separate divisions. The Colorado-based Heat, formerly known as Bendata, is now the FrontRange Heat division. The California-based GoldMine FrontOffice becomes the FrontRange GoldMine division, while the Delaware-based GoldMine Maestro becomes the FrontRange Maestro division.
The GoldMine division will remain focused on the customer relationship management solutions of GoldMine FrontOffice 2000 and the sales force automation solution of GoldMine 5.09. The Heat division will focus on service and support optimisation applications for both internal and external customers. A new division will offer solutions for companies with complex e-commerce requirements.
The company said the new identity is part of its plans for an initial public offering (IPO) of FrontRange Solutions, the Delaware entity. However, the IPO will not be rushed, as the firm has adequate cash on-hand, and the listing will depend on market conditions and the company`s growth.
The company`s new Web site is at www.frontrange.com.
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