When companies develop new products, they face the hard step of taking a product naming decision.
Yes, naming is hard: the name must reflect the corporate brand’s perception, the brand image that you want to create and also, it should be easy to remember and pronounce. It’s not something that you choose in a matter of seconds.
When I founded Tanaza (the company) in 2010, I choose a name that was easy to anchor in people’s minds; that sounded nice; that was short; and that had no similarities with other brand names out there. Tanaza had no specific meaning for me, but it gave me a sense of belonging, like a tribe of people that share a special view of the world and of their mission (although I discovered later that it means “to struggle” in pakistani; that it’s the name of a racing horse, in Ireland; and that there’s a lake named Tanaza in the region of Punjab).
As many mono-products companies do, I named our first product (and only product, until last year) after the company. Tanaza was both our company name and our product name. Easy, isn’t it?
The product components were also named after the company: the Tanaza Cloud Infrastructure (cloud.tanaza.com), the Tanaza Hotspot system (editor.tanaza.com and dashboard.tanaza.com) and so on…
Last year, we started the development of what we called TanazaOS: a Linux-based operating system that allows access points to speak with a cloud-based wireless access controller. And in a few months, we were able to launch also the new cloud-based controller, of which you see a screenshot here:
Needless to say, for this platform that allows managing TanazaOS-powered devices, we imagined a whole bunch of names. It was a long discussion, and that the end of it, we decided that we were going to name the product just after the company. Again.
The new platform is called Tanaza.
Why? Because it’s the best representation of who we are as a company and of what we’re trying to do in the wireless industry.
We’re struggling (or “Tanaz-ing”?) to bring software and hardware disaggregation in the wireless industry, and we’re doing it with our cloud-based wireless access controller (app.tanaza.com) and with our operating system TanazaOS, which allows communication between the devices and the cloud.
For more details about our “struggle” for software and hardware disaggregation, read my previous article on Medium; and if you want to “join the army”get in touch or wait for further news, as we’re going to publish more in the next few months about our activities to bring disaggregation in this market.
So, the new platform will be called Tanaza, exactly as the company is named. The operating system (OS) that runs on devices, allowing them to be controlled through Tanaza, is consequently named TanazaOS.
But… what about the “old” Tanaza? Well, we are still in love with it and we know that many people are, as well. Everything in the cloud.tanaza.com platform will remain the same and all functionalities will remain operational, but that product will be renamed “Tanaza Classic“.
You may have noticed that our website https://www.tanaza.com was recently edited to reflect this change.
You’ll probably ask yourself which are the exact differences in terms of features and capabilities between Tanaza and Tanaza Classic, between TanazaOS and the Tanaza Classic Firmware. Well, these are the topic for our next blog posts… so stay tuned!