In 2005, BEA launched a new brand identity with the slogan "Think Liquid". This was considered cutting Edge marketing. BEA also announced a new product line called AquaLogic, which is an infrastructure software family for service-oriented architecture (SOA). The same year, it made its entrance into telecommunications infrastructure through the acquisition of Incomit, a Swedish telecommunications software provider. In late 2005, the company announced the acquisitions of Compoze Software, a provider of collaboration software, M7, an Eclipse-based tools company, and SolarMetric, editors of the "Kodo" persistence engine.