Subex renames software offering

Subex Azure, a Rs 250-crore telecom software firm, renamed its integrated suite of software solutions as Rocware.

According to Subex, telecom operators in the country will, in the near future, establish a strategically important revenue operations centre (ROC) and the company will like to position its solution suite as the software heart that powers the ROC.

With this as the central thought, the company has chosen the name Rocware for its solution suite.

The six solutions, including revenue assurance, fraud management, risk management and other related products, that form the Rocware suite, have also been re-branded to reinforce the global nature of the company's business.

The initiative is aimed at integrating the overlapping solution offerings, following its $140-million acquisition of Azure Solutions in June 2006.

Sanjeev Gadre, Senior director (Marketing), said: "This announcement comes at a time when we seek to address a robust global marketplace for revenue maximisation solutions. The new brand identity clearly articulates our compelling vision of the revenue operations centre".

"The company's sales force and business partners will undergo extensive training to understand the value and strength of the new names, and our customers can expect continued expertise, stability, quality and support from Subex Azure, wherever in the world they may be," added Gadre.

To reinforce the global nature of the company's business, the names chosen for individual solutions that form the suite are terms from some of the world's classical languages.

The terms chosen reinforce individual product's emotive functional appeal, for example, the revenue assurance system will now be known as Moneta, which is a Latin term for money.

The look and feel of the logos have been chosen to communicate technology and modernity.