MicroStrategy goes big on BI and Bitcoin as rebranding drops ‘Micro’

The rebranding of business intelligence (BI) platform vendor MicroStrategy that will see the firm aggressively plug Bitcoin comes with significant risks as a result of the digital currency’s “volatility and the regulatory uncertainties surround the cryptocurrency market,”  an industry analyst said Thursday.

The organization will now be known as Strategy, and, according to a release, as well as focusing on BI, it will also be “the world’s first and largest Bitcoin Treasury Company.” In addition, it introduced a new logo that “includes a stylized ‘B,’ signifying the company’s Bitcoin strategy,” as well as a new merchandise store.

Melody Brue, vice president and principal analyst at Moor Insights & Strategy, said, “the rebranding reflects the company’s commitment to integrating Bitcoin as a core aspect of its identity and future direction, shifting the company from a purely software-focused entity into a hybrid investment vehicle combining software and Bitcoin.”