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Rockwell brands itself anew with name, product
Executives claim new energy built on sound foundation
| March
2002 |
| By:
Bernie Monegain |
| CC News
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Rockwell Electronic Commerce, whose executives often take claim to starting the contact center market, has new energy and new products, so it seemed right and timely to adopt a new name, said Roger Sumner, the company's vice president and chief technical officer.
Forget Rockwell Electronic Commerce or Rockwell EC. Start thinking Rockwell FirstPoint Contact.
"Rockwell has been a sound name for many years," said Sumner. Rockwell EC was pre dot-com boom, he said. "We wanted a name that would reflect our value to the market."
Rockwell also wanted to build on the company's positive momentum (234 percent improvement in profit in 2001, a $38 million increase in cash flow), and develop what Sumner called "brand equity."
The new name also reflects Rockwell's strengthening of strategic focus, said Terry Murphy, Rockwell's chief executive officer. "The new name reflects our desire to retain the best of our heritage while capturing the goals and spirit of our collective future vision," he said.
Rockwell is launching a new portfolio of products in March and April, starting with FirstPoint Enterprise 2002, which is built on Rockwell's Spectrum Excellence.
The new technology offers "unprecedented flexibility," Sumner said. "Until now, companies had two options: a simplified, but limited suite solution built around a common platform, or a more versatile, but costly and complex best-of-breed approach built across disparate platforms linked through middleware.
"What our solution brings to the industry is unprecedented flexibility."
FirstPoint Enterprise eliminates the need for third party CTI middleware, facilitates integrated data flow, offers data directed routing and combined reporting and monitoring.
Rockwell developed the first ACD for Continental Airlines in the 1970s. Since then, says Saddletree Research analyst Paul Stockford, Rockwell has been a leader in the industry.
"The company's continued development and refinement of its suite of contact center products is, we believe, excellent proof of the company's long-term commitment to the customer care market," Stockford said.
Frost & Sullivan analyst Katrina Howell agreed.
"Rockwell FirstPoint Contact is gaining new market share because of its proven track record, redundancy, reliability and because they provide a solution that delivers contact center capabilities beyond those found from PBX/ACD hybrids," she said.
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