Computer Associates drops its name, logo and old reputation

Computer Associates wants to make a break with the break: the systems management giant is changing its name to the simpler “CA”, has overhauled its flagship Unicenter product line and is launching more products under its Enterprise Information Technology Management (EITM) strategy.

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By  Caroline Denslow Published  November 20, 2005

Computer Associates wants to make a break with the break: the systems management giant is changing its name to the simpler “CA”, has overhauled its flagship Unicenter product line and is launching more products under its Enterprise Information Technology Management (EITM) strategy. Announced last week during its CA World 2005 conference in Las Vegas, US, the company said that along with its name change comes a new brand image and a new global marketing campaign to complete CA’s overall transformation. “CA is a changed company,” John Swainson, president and CEO of CA, said. “But it is not an entirely new company. We’ve taken the strengths of the past and combined them with new initiatives, strategies and ideas to ensure that CA is the clear industry leader in meeting the evolving information technology needs of customers,” he added. CA has a lot of past to break with: over the past two years the software company has gone through rough times including a mult-imillion dollar accounting scandal, which saw former CEO Sanjay Kumar being indicted for securities fraud. It has also had a tough reputation in the market place, with Swainson this year referring to its “objectionable business practices” in its dealings with customers. CA is now embarking on a marketing programme, ‘Believe Again’, that Swainson said would reflect the ongoing transformation at CA and highlight its Enterprise Information Technology Management (EITM) vision. EITM is CA’s modular approach to infrastructure management. To reinforce the strategy, the company introduced 26 EITM-enabled products at the event, bringing the total to 85. The new products include the BrightStor Storage Command Center, CA Identity Manager and the Unicenter R11 — the firm’s latest suite of tools for managing configuration, applications, databases, networks and mainframes. “EITM is CA’s vision for transforming the management of IT. It’s a vision that unifies and simplifies the management of IT enterprise-wide, through the use of products based on a common integrated, automated and secure platform,” Swainson explained. To help customers quickly realise the benefits of EITM, CA is offering what it terms EITM Accelerators: a mix of people, processes and technologies. CA and solution partners will provide the people; the processes are proven best practices; and the technologies include CA’s reference architecture and solutions, along with certified third-party products. “IT organisations are focusing on transforming themselves to a services- and process-based model. This will require process development, software for process integration and automation, and service development and definitions,” said Ray Paquet, managing vice president, Gartner. “All of this is designed to help IT run more like a business for the purpose of supporting and enhancing their corporate/ business initiatives that go beyond IT specific initiatives,” he commented. CA is also ringing the changes in its EMEA operations: it has shuffled its management team, making two new appointments and bringing seven more employees into the EMEA management fold. As part of the changes, Gilbert Lacroix, currently head of CA’s Middle East and Arab States operations, takes on Russia, Central and Eastern Europe, Pakistan and Northern and Central Africa as well. “The market should view these changes as a tuning of our business operations to drive more efficient execution and get closer to our customers, rather than a radical restructuring,” said Andrew Dutton, CA EMEA’s senior vice president and general manager. “We have implemented business unit organisation at an EMEA level, we have simplified the geographical groupings and we are strengthening the EMEA management team and the marketing organisation,” Dutton went on to add.

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