Computer Brokers changes name to Lexel Systems
Auckland, September 10, 2008
Auckland IT infrastructure solutions provider Computer Brokers has changed its name to Lexel Systems.
The name change follows a reorganisation of the company's product and consulting-based capabilities, reflecting recent growth in its IT services business, which now contributes close to 25 percent of Computer Brokers' $30-plus million revenues.
Computer Brokers general manager Noel Simpson says the new name, which is a play on the word excellence, is designed to reflect his company's dedication to surpassing customer expectations. "IT is famous for big promises and only average delivery. We've grown to the point where we're delivering significant multidisciplinary projects, but we’re not so big that we lose sight of the customer and our service sweet spot."
Computer Brokers was formed in 1987, when founder and current managing director Chris Simpson undertook programming for finance sector businesses. Hardware procurement quickly emerged as a business growth mainstay, so the name Computer Brokers stuck. However, general manager Noel Simpson says the name was becoming a business impediment, misrepresenting the size of the business – now with 80 staff – and obfuscating the company's increasing solutions-based engagement.
"Most of our engagements are enterprise level and multifaceted. So we're problem solving at a high level – not just replacing bits under the bonnet as our past name suggested. We undertook customer research, which suggested some C-level management viewed our name rather quizzically. They took it at face value and questioned the capabilities of a supplier in the business of 'broking'," Simpson says. "A closer examination of our track record quickly answered that question. But we wanted to eliminate confusion altogether."
Several new senior management roles have been created, including sales leads for newly created technology services and commercial business groups. The company has also formed a specialist project management division, and a procurement delivery unit, which automates product lifecycle management.
Simpson says the company is on track to reach $50 million revenues over the next three years. Later this year he expects to appoint two independent directors to the board. "Ideally wise heads with a track record in assisting technology growth companies." Simpson says.