Moss Micro Inc, the Irvine, California-based sales force automation firm, is updating its image and will change its name to Moss Software Inc. Formed in 1993, privately-held Moss has been selling its ActiveSales application, now on version 3.1, as its flagship product, but now wants to be known as a customer relationship management firm. Its products are aimed at mid- market customers. Moss says it tripled its number of staff last year to nearly 100, and plans to hire another 100 this year. Its board of directors includes former Unisys chief James Unruh. It promises new products this year.