(Bloomberg) -- Hewlett-Packard Co. is rebranding WebOS -- the mobile software acquired from Palm Inc. -- as an internal startup called Gram and recruiting staff for the venture, according to an internal company e-mail.

“We are no longer a consumer hardware brand, we are a different company with a focus on software, user experience, cloud, engineering and partnering,” Martin Risau, a senior vice president at Hewlett-Packard, wrote in a recent e-mail that was obtained by Bloomberg News.

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