What's in a name? FoxT product renaming

2010-08-31 00:00:00

Over the past fifteen years the product we've come to know and love has changed names on numerous occasions. BoKS has changed hands a few times and with each move came a new name. All of this has led to a rather muddled position in the market, with many people confused about what to call the software.

Is it "BoKS"? Is it "FoxT Access Control", or "Keon", or even "UnixControl"? And is the company called FoxT or is it Fox Technologies?! And this confusion isn't alleviated by the fact that both resumés and job postings refer to the software by any of these names.

Now we are told that FoxT are seriously considering a rigorous change to their naming convention, one that they will stick with for the coming years. All we can say is that it'd better be good! Because most of the names tossed about so far have both up and downsides.

Things like Access Control, Unix Control, or Server Control all have the problem that they are names consisting of two very generic words. Run them through Google and you'll get oodles of results. Words like FoxT and BoKS are certainly far from generic, but even those give pretty bad results in Google ("Did you mean books?"). BoKS is certainly a memorable term and most people still refer to the software in that way, despite the fact that neither the FoxT documentation nor their website even still mentions the name.

So far the only past name that ticks all the boxes (unique, memorable, great with SEO) is "Keon". But unfortunately that can't be used, because the name is still owned by RSA. :(

So, what do you think?! Any suggestions with regards to a new product name? Any emotional attachment to the name "BoKS" (I'll admit to having that flaw)? Pipe in and let us know!

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