Stream dries up in identity crisis

Software reseller Stream is changing its name to Corporate Software & Technology, after admitting customers did not know who it was.

Last year, Stream International divided into three operations ? outsourced manufacturing, outsourced technical support, and corporate software and technology.

The name Stream will be dropped from the three arms, but Stream International will remain the holding company.

Clarissa Roberts, Stream UK marketing director, said: ?We did some client research with our customer base which showed that Stream?s profile was poorly developed and people weren?t really aware who Stream was.

?But when we asked did they know Corporate Software, then it hit home.?

Stream is also moving from two floors into one at its UK offices, after disbanding its European team earlier this year. Roberts denied it was a cost-cutting measure.