Subex Azure, Bangalore-based telecom solutions provider, has changed its name to Subex. The company in a release said, the name change comes into effect from December 1, 2007. The company has also unveiled new logo. The new logo, has designed by its advertising agency TBWA, is coloured predominantly in purple with the last letter partially in yellow. Subash Menon, founder chairman, managing director and CEO of the company said, "We adopted the name Subex Azure primarily to highlight the acquisition and subsequent integration of UK firm Azure in June 2006. This was in line with our strategy to leverage the recall and positioning of Azure in the market. The company has now fully benefited from that strategy and since then proceeded to acquire Canadian firm Syndesis. Now it's time to reposition Subex, the mother brand, as the primary brand".
