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PC Connection Changes Name To Connection To Flex Advanced Technologies Muscle

PC Connection has axed the 'PC' portion of its name to better reflect its current capabilities in everything from data center and networking to software and security.

PC Connection has axed the 'PC' portion of its name to better reflect its current capabilities in everything from data center and networking to software and security.

"We felt that our name should reflect the full scope of our capabilities, the promise of our future and the success of our past," Tim McGrath, president and CEO, told CRN. "Having 'PC' in the name was important in the past, but we think probably less important in the future."

The company's legacy SMB and midmarket business; MoreDirect enterprise and large account business; GovConnection public sector business; and Softmart cloud and software business will all adopt the Connection name effective Friday, McGrath said. The legacy company names will be used in the short run as a sub-brand, McGrath said, but will be phased out completely in roughly 60 days.

[RELATED: PC Connection CEO: Softmart Acquisition Makes Us One of World's Top Microsoft Partners]

The company has been operating under the PC Connection moniker since its founding in 1982, and employs more than 2,500 across all four of its brands.

McGrath said the shortened name emphasizes the company's ability to be a single-source provider for customers and eliminate the noise and confusion associated with complex technologies so that they work more seamlessly together.

"We filter out the noise so that you can hear the pure music," McGrath said.

PC Connection's stock was down 3.5 percent in trading Thursday to $24.74 per share. The name change was announced before the market opened.

PC Connection quietly began working to change the name of the company nine months ago, McGrath said, and briefly considered names such as IT Connection, Cloud Connection and Solution Connection but felt Connection was more likely to be relevant 40 years from now. The company also consulted with customers about a name change during CIO symposiums and one-on-one customer meetings, McGrath said.

"We did get customer feedback that maybe the pure PC component of the name was getting a little long in the tooth," McGrath said. "Everybody gets how Connection pulls all that technology together, and how it's a really appropriate brand for the company."

Securing the IP, URL and federal market registration for the name Connection was relatively easy and inexpensive since the company had been protecting the PC Connection name for the past 34 years, McGrath said. The company's ticker symbol on the Nasdaq stock exchange will also change from PCCC to CNXN effective Friday.

Going forward, McGrath said the company will consider acquisitions that would strengthen its position in areas such as software, security, networking and converged data center that have become increasing relevant in a software-defined world.

The company's first acquisition since 2011 happened in May, when it bought Downingtown, Pa.-based Softmart for its prowess around Microsoft cloud and software technology.

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