News Byte: Emailvision Rebrands to Highlight Its Multichannel Focus
SmartFocus CEO Brad Wilson
Several vendors with strong roots in email have taken steps to underscore their growing emphasis on their integrated, multichannel capabilities. StrongMail rebranded as StrongView this past July. Epsilon released its digital messaging platform Agility Harmony in August. And now cloud marketing platform provider Emailvision, has changed its name to SmartFocus.
“Our capabilities are broadly multichannel and marketing automation, and our new name reflects that,” says SmartFocus CEO Brad Wilson, who joined the company seven months ago after seven years as worldwide general manager for Microsoft Dynamics CRM. “Our strategy and execution has been forward for some time, but our name was old—and limiting.”
Wilson points out that the company will rebrand all of its products, as well, to align with the new company name and direction.
Well known in Europe, SmartFocus has a global presence that Wilson aims to amplify. In fact, the name change coincides with a push to grow the company's business considerably in North America. According to Wilson, the company has hired executives to fill several strategic leadership positions in North America. Additionally, the company will release a significant product update later this month. “Our strategy and vision will be clear then,” Wilson says, adding that analytics and visualization capabilities will be among the highlights of the upcoming release.
The SmartFocus name, Wilson asserts, is a reflection of the company's capabilities in real-time, personalized marketing across email, mobile, social, and Web. The company has more than 2,500 customers globally, including Kaspersky Lab, L'Occitane Brazil, and Visit Europe.