IT business solutions group SecurityMail has relaunched and officially began trading as SEMA from July 1, 2007.
SEMA CEO, Alexander van der Laan, said the name change reflects the company's recent expansion and future plans.
Speaking at the recent Australian Direct Marketing Association conference, van der Laan called for a more creative use of technology to tackle some of the most pressing problems in business.
"Growing competitive pressures and changing consumer behaviours means that Australian business can no longer do without answers to problems like: how do I integrate my inbound and outbound communication channels when they are proliferating at such a rapid rate?
"How can I communicate respectfully but directly with my customers? How can I be sure that now is the right time to integrate or replace my legacy IT systems?"
Over the last 27 years, van der Laan said his company has worked with most of Australia's leading household brands.
"We are a company built on the notion that the next round of competitive advantage will be played out on the field of information," he said.
"The winners will be those with 'informational advantage' - knowing something your competitors doesn't and acting on it in a way that wins the hearts and minds of customers."
van der Laan said SEMA is gearing up for 20 percent organic growth nationally over the next 12 months driven by significant investments in its technology services, direct marketing, business transformation and consulting divisions.
Established in 1980, SEMA has over 800 staff and is the largest privately owned direct mail operation in Australasia.