What's in a Name? You Say "CRM Live", Microsoft Says "CRM Online"
Corporate branding is always an imprecise process at best, and Microsoft illustrated that reality when, after nearly two years of alluding to its online version of CRM 4.0 at "CRM Live", it switched gears weeks before official launch and said that, from hereon, the product's name is "CRM Online."
The name change won't affect the product release date, expected to be in June, nor the company's target markets, channel strategy, or pricing, Microsoft said. The product has been positioned as a serious competitor to Salesforce.com.
Why the name change, less than three weeks after the conclusion of the huge Convergence 2008 trade show in Orlando, where top Microsoft executives, including CEO Steve Ballmer, were referring to "CRM Live"?