Founded in 2002 by Gary Lowrey, initiostar is a sales and marketing consultancy for SME software businesses. The company has worked with dozens of different software and technology businesses; roles included: business owner, interim director and NED. Clients have included start-ups, publicly quoted, privately owned and private equity-led businesses. In 2010, initiostar acquired the IPR for OmniDisplay (OmniTicker & OmniRSS); the software manages real-time digital information displays. initiostar coined the term 'Content-as-a-Service' to reflect how it provides its software and services. Software development, delivery and support for OmniDisplay is today managed by GDK Software.