This morning, Security Dynamics announced it is changing its name to RSA Security Inc., assuming the well-known letters of its cryptography-specialized subsidiary RSA Data Security Inc. Both business units -- the parent, which specializes in remote-access security, and the subsidiary best-known for its namesake public key cryptographic algorithm -- will now operate under the single name.
The move is seen by some as a shrewd branding strategy for a simple reason: Though Security Dynamics has one of the largest shares of the security market, it doesn't have the brand recognition of its California subsidiary.
RSA, which invented the public key algorithm that is the foundation for encryption in most browsers, also runs an internationally known annual conference, which is quickly turning into a "don't miss" event for security vendors. It has also been at the forefront of fights with the federal government over encryption export restrictions, with flamboyant RSA CEO Jim Bidzos often delivering barbed commentary on the role of government regulators. Bidzos will be vice chairman of RSA Security.
In conjunction with the announcement, RSA announced that it is shipping its full family of RSA Keon software for public key infrastructures.
"In essence, we are taking the opportunity with the launch of the new Keon product line to rename the company RSA Security in obvious light of the fact that RSA is the inventor of RSA public key cryptography," said Coviello. "We believe the RSA brand is the best brand to promote Keon."
Security Dynamics, in Bedford, Mass., purchased RSA nearly three years ago, kicking off a three-year acquisition and merger frenzy in the computer security market. Some analysts questioned whether the two business units did anything other than share revenue, until the Keon software was announced in January.
"When you combine the leadership positions that we have in the authentication space and the encryption space, it signals that customers want best-of-breed products ... that interoperate," said Coviello. "And that has always been a big part of the story."
