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Parallels is rebranding its service provider business as “Odin,” creating a new identity for a part of the company that is growing fast but not as well-known as its flagship Parallels products.

odinThe company says it will keep the Parallels brand for cross-platform products including Parallels Desktop for Mac, and Parallels Access.

However, the company will use the Odin name for the part of its business that helps telecom companies, hosting firms and other service providers aggregate, manage and deliver well-known cloud-based services and apps to small and medium-sized businesses.

Parallels, based in Renton, Wash., remains a single company. A spokesperson declined to comment when asked whether the move will ultimately result in a spin-off or separation.

Parallels Group CEO Birger Steen
Parallels Group CEO Birger Steen

“Operating under two distinct brands will enable us to better serve customers, address market shifts and capitalize on the tremendous potential we see in both of our two businesses,” said CEO Birger Steen in a news release announcing the change, which referred to him as CEO of the “Parallels group.”

The statement continued, “Odin will continue to focus on helping its more than 10,000 Service Provider customers worldwide drive profitable growth with cloud services. The Cross-Platform Solutions unit, Parallels, will continue to provide the best cross-platform experience to millions of users of Parallels Desktop for Mac, Parallels Access and its other market leading products.”

Responding to a question about the choice of the Odin name, Steen said via a spokesperson, “In Norse mythology, Odin is a god known for being a seeker and giver of wisdom” and also “a figure of great breadth.”

And yes, the company was able to secure the domain name.

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