June 1, 2009, 12:00 AM

Hoping to clarify its market positioning, Bravestorm becomes Bold Software

Finding that potential customers weren’t totally clear on the company’s capabilities, Bravestorm, a provider of live chat software, click-to-call and e-mail management services, has changed its name to Bold Software.

Hoping to more accurately communicate its market position to prospective clients, Bravestorm, a provider of live chat software, click-to-call and e-mail management services, has changed its name to Bold Software LLC. The change is effective June 15.

“We offer a comprehensive suite of solutions for online retailers looking to enhance their customers’ experiences as well as increase conversion rates,” says Bold Software president and CEO Steve Castro-Miller. “However, we reached a point where we didn’t feel our name conveyed that. The company name–Bold Software–acknowledges our legacy under the BoldChat brand while providing a larger umbrella for all our offerings.”

The company says the name change came about as the result of market research that prospective customers wondered about the company’s ability to serve larger enterprises. “We’ve got several good relationships with enterprise customers, so we didn’t expect to see questions that related to our scalability or understanding of their needs,” says director of marketing Ross Haskell. “In digging deeper, we found that it was more a packaging and positioning issue than a reality. But with several new products and partnerships planned for 2009 and 2010, it was something we needed to address.”

Bold Software is planning several new products, enhancements to existing products and key partnerships this year, the company says.

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