The company, headquartered in Boston, USA, will continue to use the Lavastorm name in relation to its product, which will now be called Lavastorm Analytic Platform.
Rebranding Lavastorm makes sense. Lavastorm was acquired by British vendor Martin Dawes Systems in 2005. The change of name allows the companies to concentrate their marketing on a single brand, named after Martin Dawes, the entrepreneur who founded Martin Dawes Systems. It also enables a broadening of focus from revenue assurance and fraud detection, to what they describe as data analytics for order-to-cash. This mirrors similar moves elsewhere in the industry, as revenue assurance vendors seek to reposition themselves as offering a more comprehensive ‘business intelligence’ style of offering. This is consistent with a report issued by Light Reading Insider last year, which highlighted the shift amongst the suppliers it surveyed.