Movero changes name, remains focused on wireless

Movero Technology Inc. is hoping to strike a chord under a new brand name: Maestro.
The Austin, Texas-based startup, which offers solutions for businesses looking to deploy and manage mobile devices, upgraded its platform and this week plans to begin marketing its wares with the new brand. The company overhauled its user interface, eschewing technical jargon in favor of more common lingo, and is using Maestro as an umbrella moniker for what had been several independently-branded offerings.
“We did a complete rewrite of the software,” said CEO Bruce Friedman, a former Sprint PCS executive.
“We’ve rebuilt it completely from the front end and from the back end.”
Movero has gained traction with technology targeted at businesses with 100 or more on-the-go employees. The company provides a hosted service that allows companies to activate new devices, transfer services between handsets and manage security issues through a single application that is tied into carriers’ back-end networks.
Movero earlier this year closed a $5 million round of Series A funding, and the company boasts partnerships with Microsoft Corp., Research In Motion Ltd., Palm Inc. and the four tier-one operators.
Founded four years ago, the company remains one of the few pure-plays in the space. Integrated Mobile Inc., a Columbus, Ohio-based startup, also is making waves, while a handful of larger companies are expanding their offerings to include mobile device management solutions.
Interestingly, Integrated Mobile CEO Jay Highley worked alongside Friedman at Sprint. Like its rival, Integrated Mobile boasts strong carrier and manufacturer partners. And both companies are backed by $5 million in venture capital.