Rebranding: From YouSendIt to Hightail

Why YouSendIt had to change its name - Fortune Tech: " . . . The question now for Garlinghouse is whether the rebranding will be enough. With $49 million in funds raised since it was founded in 2004, YouSendIt is not cash flow positive. And while Hightail's 43 million-strong userbase isn't small, it's a far cry from the 175 million that rapidly growing startup Dropbox trumpeted earlier this week. Although, as Garlinghouse, quickly notes, YouSendIt has managed to grow its userbase without requiring hundreds of millions of dollars in backing – a reference to fellow enterprise-focused competitor Box, which raised $150 million during its latest round of funding and is eyeing an IPO by 2014. There's also the issue of whether Hightail will alienate some long-time users who have long since grown comfortable with the old YouSendIt. Garlinghouse admits that may happen with a very small minority but says the new service's ease-of-use will earn even more customers. Indeed, Hightail may not be cash flow positive, but with the rebranding, the company hopes it will have a better shot at competing. Says Garlinghouse simply: "We wanted to be in, be real, and be bold."" (read more at link above)

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