SWsoft changes names into Parallels

With an unexpected move SWsoft decides to change the company name in Parallels, already assigned to its subsidiary providing hardware virtualization solutions for Windows, Linux and Mac OS.

Quoting from the official announcement:

SWsoft, a worldwide leader in virtualization and automation software, announced today that early in 2008 it will adopt “Parallels” as its new corporate name.

New products expected in 2008 to help deliver on the company vision include version 4.0 of the company’s Virtuozzo container-based virtualization software, a server-based hypervisor later in 2008, and major updates to Parallels Desktop and Parallels Workstation.

Also in 2008, the company will be introducing new virtualization management software that will manage not only Virtuozzo and Parallels but also popular third-party virtualization technologies in a single, flexible solution.

Multiple SWsoft products will soon be renamed gradually as an expansion of a descriptive product naming strategy for clarity, simplicity and strength. For example, SWsoft PEM and HSPcomplete will be renamed to Parallels System Automation and Parallels Business Automation. A list of current and future product names is available at www.swsoft.com/optimizedcomputing

This major change in the company strategy will have deep implications: SWsoft invested a large amount of resources to push its brand in a tech world mainly influenced by VMware, Microsoft and now Citrix, and this led to a remarkable popularity in the hosting market.

It’s hard to believe that the success obtained in the still small Apple market with the brand of its subsidiary, Parallels, is enough to transform the entire company identity.