A Durham company competing in the red-hot market for cell-phone applications is charting a new path with a new name.
PocketGear will announce this morning that it's changed its name to Appia, as part of a broader strategy shift.
The company, which raised $15 million in venture financing last summer, will focus mostly on building so-called "apps stores" for mobile-phone partners such as AT&T, T-Mobile, Samsung and Verizon. It will spend less time and resources on selling games and other apps directly to consumers via its own websites.
As part of that shift, which has been in the works for about six months, company officials decided they needed a new brand identity, said spokesman Dov Cohn.
The name comes from "Via Appia," Latin for the Appian Way, a road that connected cities in the ancient Roman Empire. The idea is that the company connects apps developers worldwide to apps stores that distribute them to customers.