Asnet, the network systems integrator has announced a company name change, with the business now operating under Optinet.

Launched this year, Optinet says the new name is designed to “better reflect the company’s function as the leading provider of network optimising services in New Zealand.”

In changing the company name Optinet hopes the move will end confusion regarding its one-time subsidiary Asnet Technologies, which now operates independently within the market.

“Since then, our customers and others have been confused about the two Asnets,” admits Craig Burston, general manager, Optinet.

“Our strategy is to be the support partner, as we do with a range of the products we represent.

“Sometimes you can break directly into a market segment but the fastest way in is to augment someone who already has a customer. It’s important, however, that we also retain a direct sales capability.”

Burston also revealed the company will shift head office operations from Wellington to Auckland, kickstarting a new approach for the business.

“In the past, we’d hire young engineers, train them up, but then they would move on. It’s much better now,” he adds.

“A lot of resellers have touch points, such as single sales of products, but they can’t handle more complex areas.

“We can provide that level of support for complex networks.”