It's official. 3rd Wave has completed their scheduled name change, assuming the new identity, Ripple.

The name change is the side effect of the tremendous success of the 3rd Wave Free HotSpot network. "People were confusing our brands, " Landman said. "We'd be talking to potential clients about how we could help them align IT with corporate strategy and all they wanted to talk about was how much they like using our free hotspots."

The 3rd Wave Free HotSpot network will keep the 3rd Wave name and the IT consulting function will get the new Ripple name, logotype and branding.