March 19, 2013 – LogiXML is ditching the “XML” from its name to reflect a changing analytics landscape and attract more awareness from more business users.

With a new name starting this week, the new Logi Analytics will only consist of a “slightly different brand” to start, says CEO Brett Jackson. Jackson said that the first new Logi Analytics product will be launched by mid-2013, with a slew of new and updated products expected over the next 6 to 18 months. There is no sweeping plan to shift markets, though Logi Analytics expects more business interest and power users as it unveils more embedded capabilities in the analytics and data discovery segments. Jackson added that Logi Analytics will keep an eye open to M&A candidates, though that isn’t a front-and-center part of the rebranding. There’s also no coinciding change in how it approaches competition, according to the CEO.

Jackson called 2012 a “good year” for business, though one where the vendor had kept a lower profile as it took in a round of funding and held off from any M&A deals. During that same time, then-LogiXML quadrupled its R&D team and continued on its path of business growth and adoption it had been on since 2008, Jackson said. And as that development team and customer analytic interest grew over the last year or so, it was clear to LogiXML leaders that the “XML” part of the name didn’t serve the company as it had.

“We’ve maintained our traditional strengths, but embedded analytics is now our largest portion of business, the fastest growing,” Jackson said, later adding, “While we’ve made progress as a business, we know this market is not standing still.”

The new name doesn’t bring with it any changes to leadership or move from the headquarters in McLean, Va., on the outskirts of Washington, D.C., according to Jackson. LogiXML was founded in 2000 by CTO Arman Eshragi and currently has about 1,000 customers, SMBs invested in its Web-based offerings. 

Ventana Research analyst Tony Cosentino says that Logi Analytics continues to “grow aggressively” and has a firm place with embedded BI in a number of applications. However, in its 2012 BI vendor rankings, LogiXML had cooled compared with some of the competition in the broader marketplace, and Cosentino says the vendor was usually relegated to IT recognition.

“The end game here is a bit unclear given a limited visual discovery portfolio and no clear value path to sell directly to business end users. Furthermore, many new business intelligence and analytic brands coming on the market also target the business end user, so the company will need to make a significant investment in basic awareness-building in order to gain parity with the current brand equity,” Cosentino says.

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