Shock and awe can be a good thing, especially if you’re introducing a change that’s long been desired. That’s why EMC’s Information Intelligence Group (IIG), which holds Documentum, Captiva, Syncplicity, among other product lines, waited until its annual partner pep rally last week to announce that it was changing its name to Enterprise Content Division — ECD is its acronym.
“We wanted to create some excitement around it,” said Rohit Ghai, EMC ECD’s new president. He knew that almost no one showed affinity for the old name, Information Intelligence Group (IIG) as it has been called for too many years.
“No one knew what that meant,” an EMC partner who asked not to be identified told us.
And while that kind of feedback matters a great deal to Ghai, there were three primary drivers behind the renaming: legitimacy, heritage and evolution.