WASHINGTON Taser International, a company known for arming the nations cops with its controversial electroshock weapons, is rebranding and shifting its business model to focus on police body cameras.

When NASDAQ opens on Thursday, Taser International will officially be known as Axon, adopting the name of the companys body camera division, which launched in 2009. In an effort to further dominate the market, Axon will offer law enforcement agencies body cameras and a year of premium service for free, the company announced Wednesday.

The move appears to serve two purposes. Axons decision to dedicate more resources to body cameras allows it to capitalize on an emerging market with huge potential for growth, thanks largely to police reform activism. And by dropping the Taser name, it can shed some of the unsavory connotations associated with a device connected to scores of civilian deaths at the hands of police.

Taser can be a little bit polarizing, Rick Smith, the companys founder and CEO, told The Huffington Post in an interview ahead of the rebranding announcement. Cops absolutely love the brand, Smith said, but for people who have negative views of police, the name Taser evokes something more unpleasant.