Aricent Inc. announced Tuesday a new brand positioning and identity. Effective immediately, the company will change its name to Aricent Group and position itself as a provider of innovation services for the connected world.

The Aricent Group name will serve as the new corporate brand for the company, with product innovation, design, and related engineering offerings marketed under the frog brand, and R&D engineering and carrier services marketed under the Aricent brand.

The new brand positioning better reflects the Aricent Group’s leadership role in helping clients capitalize on the disruptive innovations enabled by communication technologies, including 4G technologies such as LTE and WiMAX.

Sudip Nandy, CEO of the Aricent Group, says: ?Companies are keen on delivering innovative products and services with satisfying user experiences in order to build meaningful relationships with their customers in the connected world. They require a new type of strategic partner, one who provides a holistic approach to end-to-end product and service innovation. Our new brand positioning highlights the fact that we can meet this need.