Secure Computing launches new product brands

(MARKET WIRE via COMTEX News Network) -- Secure Computing Corporation (NASDAQ: SCUR), a leading enterprise gateway security provider, today announced the launch of the company's new set of product brands meant to improve overall awareness of Secure Computing Corporation and the integrated solutions it offers, while introducing fresh new ideas into the corporate and product-line brands.

The new branding includes a new corporate logo and company Web site, simplifies and unifies the look and feel across all products and platforms and communicates important technology characteristics and values.

While Secure Computing has recently accelerated its growth through a series of acquisitions, it has, through these same acquisitions, inherited a number of disparate product naming conventions.

After soliciting input from its customers and partners on how best to present its new unified story, the company is renaming its product lines to present a clear, concise set of integrated solutions that all work to highlight the "Secure" brand.

All Secure products now fall under a common nomenclature that emphasizes the integration done across all products and the fact that they are part of the "Secure" product family. The main product lines have been renamed as follows:

* IronMail is now "Secure Mail"
* Webwasher is now "Secure Web"
* Sidewinder is now "Secure Firewall"
* SafeWord is now "Secure SafeWord"
* SnapGear is now "Secure SnapGear"

John Hindley, eSecure Distribution's General Manager, says: "eSecure has been distributing Cipher Trust's IronMail for the past five years. With the acquisition of Cipher Trust by Secure, this gave us access to Secure's leading products in the respective technologies, such as SnapGear, Sidewinder and Webwasher; however, as the market is very small here, it was difficult to build the Secure brand.

"This new strategy is exactly what we needed, because it reinforces the technical integration of Secure products with a unified brand and marketing message."

To efficiently execute this, the company will implement an immediate roll-out of new product names while also connecting them with the previous names on the corporate Web site and in product documentation. For example, when discussing the "Secure Firewall", the company will leave a single reference to the "Sidewinder" solution. Thereby, simultaneously leveraging old-brand familiarity and attaining new brand acceptance, while drawing a bridge between the two, and at the same time avoiding any disruption of business.

"Secure Computing has recently executed a series of strategic acquisitions, through which it inherited a number of disparate product names that may be confusing to customers," said Charles Kolodgy, research director, Secure Content and Threat Management Products at IDC.

"Across the company's entire product line, the new names launched this week present a clear, concise set of integrated solutions that work to highlight the 'Secure' brand. IDC has itself begun to highlight network, Web, messaging, and endpoint security as being the way customers view their security needs. These new names - as they are strategically implemented - will help customers to better understand the objectives and benefits of each of the company's product lines, and at the same time underscore and help to build the Secure Computing brand."