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What's Your Name?

BEFORE THE SPIN

    • WatersTechnology Staff

As SunGard's leaders ponder what to call the half of their company that will not be SunGard Availability Services, I offer my free advice, having only six months ago helped transition Trading Technology Week to Dealing with Technology, or DWT.

First, avoid what I will call the obvious double entendre names such as Penetrator, the real name for a brokerage house in Krakow, Poland. Also side step the innuendo-pun-as-acronym such as the one for the Baku Interbank Currency Exchange, a.k.a. Bicex

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