Shareholders will be asked for their assent to the name change at the company's upcoming annual general meeting on 28 May.

A statement from the company said, since its founding in 1996, it had been just a domains and hosting service.

But now, having expanded to a consultancy covering Web design, digital marketing, security, mobile, analytics, and cloud-based solutions, the need was felt for a name that reflected its broad expertise.

The Melbourne IT Group has offices in Melbourne, Sydney, Brisbane and Auckland, approximately 850 staff and operates two businesses marketed under eight brands.

The small and medium business division is Australia’s largest domains and hosting business with revenues of approximately $100 million and 300 staff. The SMB business operates under the Melbourne IT, WebCentral, Netregistry, WME, Domainz and TPP brands. Mercer told iTWire that over time only two brands would remain – Arq and Netregistrru. 

The enterprise services business provides digital solutions to big businesses and government organisations, and has revenues of approximately $95 million and 450 staff. It is based in Sydney, Melbourne and Brisbane and operates under the Melbourne IT, Infoready and Outware brands. In the case of this business, only the Arq brand would remain after a few years, Mercer said.

"The Melbourne IT of today is almost unrecognisable from who we were four years ago. Today’s market is changing rapidly, and while the old brand has served us well, it no longer represents the business we have become," he added.

“Acquisition has always played an important role in our growth and evolution, but never has it been more significant than in the past four years. So naturally, this new chapter in our story is marked by our transition from a melting pot of individual businesses, to a single, united brand.”