Light Reading
The carrier-led mobile money JV plans to rebrand to distance itself from the violent militia by the same name.

Isis (the Mobile Wallet One) to Rebrand

Sarah Reedy
7/7/2014
50%
50%

Nothing's worse than finding out that an unsavory celebrity shares your name, or that you're eating a candy that sounds like a terrible disease, so you can imagine how the wireless operator-led joint venture Isis felt when the Islamic State of Iraq and the Levant decided to go by its initials, ISIS, as well.

The awkward coincidence and the recent rise of the violent militant group, responsible for thousands of deaths across Iraq and Syria in recent months, has caused the mobile money venture to rethink its name. Isis CEO Michael Abbott wrote in a blog post Monday that it would rebrand the company, though a new name is still in the works. "However coincidental, we have no interest in sharing a name with a group whose name has become synonymous with violence and our hearts go out to those who are suffering. As a company, we have made the decision to rebrand."

It should be noted that Isis (the militant one) also rebranded to Islamic State as of June 29, but the association and negative press was still too much.

Rebranding isn't an easy process, especially since Isis (the mobile wallet one) claims to be have added 20,000 mobile wallets per day in May and is preloaded on 14 devices. But it has gotten off to a slow start, and it isn't exactly a household name yet. Raising awareness of what the mobile phone can do when it comes to payments, coupons, and loyalty programs will be an important part of getting the service off the ground. A better suited name might not be a bad place to start. (See Isis Adds 600K NFC Wallets in 30 Days and Isis Opens Its Mobile Wallet Nationwide.)

Anyone have suggestions for a new name for the mobile wallet company? Let's hear them in the comment section below.

— Sarah Reedy, Senior Editor, Light Reading

(5)  | 
Comment  | 
Print  | 
Newest First  |  Oldest First  |  Threaded View
arthurnas
50%
50%
arthurnas,
User Rank: Light Beer
7/16/2014 | 3:27:39 AM
New Name
The company should steer away from a name which has "cash" "pay" "payment" "money" in it. Although it is easy to remember and pronounce, because people use to those words, it also sounds cheap and generic.

The name should capture an essence of the company, not describe its products. I would look into other languages for inspiration. , I have done my share of branding, name is very important.  latin dictionary is a good start.
FakeMitchWagner
50%
50%
FakeMitchWagner,
User Rank: Lightning
7/7/2014 | 9:28:10 PM
Re: new name ideas?
I suppose "Nazi Party" or "Ku Klux Klan" wouldn't really be an improvement?

Perhaps Isis (the payment tech) should sue the terrorist group for trademark infringement. I'm sure the terrorists will respect Western trademark law. 

(Inappropriate) joking aside, Isis (the payment tech) has a bigger problem than the trademark. I've never heard of anybody using it. I'm not aware of anyplace that accepts it -- not near me in San Diego, and not in New York, according to Isis's own map. The only time I ever hear about it is when some tech journalist writes an article based on an announcement they made, and that's only a couple of times a year. 

Isis doesn't seem to be a solution for a problem that consumers actually have in the real world. 

But, yeah, new name. That's nice, I guess. 
DanJones
50%
50%
DanJones,
User Rank: Blogger
7/7/2014 | 9:01:42 PM
Re: new name ideas?
mCash or WCash seems to communicate what it could be.
mendyk
50%
50%
mendyk,
User Rank: Light Sabre
7/7/2014 | 5:49:27 PM
Re: new name ideas?
SiSi? CleanMoney? Sploonk? Klynk?
SReedy
50%
50%
SReedy,
User Rank: Blogger
7/7/2014 | 5:26:36 PM
new name ideas?
I was never a big fan of the Isis brand to begin with, but I can see why it'll be a big undertaking to get it changed. Any suggestions on a new name that better captures what they're after? "mWallet" and "iPay" are already taken...
More Blogs from Light Reedy
The fine print on Sprint's new $60 plan suggests it can prioritize other plans' traffic first – a letdown, and maybe even a net neutrality violation.
Verizon is reportedly working with an industry consortium to launch its own app store, but past efforts suggest it's not a smart move for the operator.
Join us Thursday at 12:00 p.m. EST for a live chat with Heavy Reading's Roz Roseboro about how NFV is changing data center requirements and operations.
Nokia's new parent is still figuring out its mobile story, as it launches a new low-end phone weeks after saying it was done with low-end phones.
With Sprint CEO Dan Hesse heading for the exit door, we look back at his six-and-a-half year tenure, from Nextel, to WiMax, and those unforgettable black-and-white commercials.
Flash Poll
LRTV Custom TV
VeEX – Live from the Show

8|21|14   |   5:58   |   (0) comments


An overview of VeEX Test and Measurement solutions including TX300S multi-service test set with VeExpress cloud-based management system, UX400 universal modular platform supporting 100G testing, and the redesigned RXT modular platform.
LRTV Custom TV
Transitioning CE 2.0 Networks Into the SDN & NFV Era With Telco Systems

8|19|14   |   5:19   |   (0) comments


Telco Systems' Ariel Efrati (CEO) and Moshe Shimon (VP of Product Management) discuss virtualization and how the company's new Open Metro Edge solution utilizes the SDN and NFV concepts to accelerate and orchestrate service delivery through its innovative product portfolio and software applications.
LRTV Custom TV
NFV Myths: Is NFV Still Several Years Away?

8|11|14   |   1:13   |   (0) comments


Some say that NFV (network functions virtualization) is still several years away from being implemented on mobile operator networks. This isn't the case. Operators can get started on their paths to NFV now, as this short video from Skyfire shows.
LRTV Custom TV
A New Security Paradigm in SDN/NFV

7|28|14   |   02:54   |   (0) comments


Paul Shaneck, Global Director Network Solutions for Symantec, discusses the evolving virtualized network, explaining how Symantec is leading the security discussion as it relates to SDN and NFV, and helping to ensure the network is protected and compliant.
LRTV Documentaries
Sprint's Network Evolution

7|24|14   |   14:59   |   (0) comments


Sprint's Jay Bluhm gives a keynote speech at the Big Telecom Event (BTE) about Sprint's network and services evolution strategy, including Spark.
LRTV Documentaries
BTE Keynote: The Software-Defined Operator

7|24|14   |   18:43   |   (1) comment


Deutsche Telekom's Axel Clauberg explains the concept of the software-defined operator to the Big Telecom Event (BTE) crowd.
Light Reedy
Numbers Are In: LR's 2014 Salary Survey

7|24|14   |   1:25   |   (7) comments


Our fourth annual Salary Survey paints a picture of who's hiring, firing, earning, and yearning for a change in the telecom industry.
LRTV Custom TV
Driving the Network Transformation

7|23|14   |   4:29   |   (0) comments


Intel's Sandra Rivera discusses network transformation and how Intel technologies, programs, and standards body efforts have helped the industry migration to SDN and NFV.
LRTV Custom TV
Distributed NFV-Based Business Services by RAD

7|18|14   |   5:38   |   (0) comments


With the ETSI-approved Distributed NFV PoC running in the background, RAD's CEO, Dror Bin, talks about why D-NFV makes compelling sense for service providers, and about the dollars and cents RAD is putting behind D-NFV.
LRTV Custom TV
MRV Accelerating Packet Optical Convergence

7|15|14   |   6:06   |   (0) comments


Giving you network insight to make your network smarter.
LRTV Custom TV
NFV-Enabled Ethernet for Generating New Revenues

7|15|14   |   5:49   |   (0) comments


Cyan's Planet Orchestrate allows service providers and their end-customers to activate software-based capabilities such as firewalls and encryption on top of existing Ethernet services in just minutes.
LRTV Custom TV
Symkloud NVF-Ready Video Transcoding, Big Data

7|9|14   |   3:41   |   (0) comments


Kontron and ISV partner Vantrix demonstrate high-performance video transcoding and data analytic solutions on same 2U standard platform that is ready for SDN and NFV deployments made by mobile, cable and cloud operators.
Upcoming Live Events!!
September 16, 2014, Santa Clara, CA
September 16, 2014, Santa Clara, CA
September 23, 2014, Denver, CO
October 29, 2014, New York City
November 6, 2014, Santa Clara
November 11, 2014, Atlanta, GA
December 9-10, 2014, Reykjavik, Iceland
June 9-10, 2015, Chicago, IL
Infographics
Today's Cartoon
Hot Topics
Level 3 Does Big Data Differently
Carol Wilson, Editor-at-large, 8/21/2014
Comcast Streams Back to School
Mari Silbey, Independent Technology Editor, 8/21/2014
Sprint Drops Prices, But Also Speeds?
Sarah Reedy, Senior Editor, 8/21/2014
Line-Powered Phone Lines: A Hot Topic Again
Carol Wilson, Editor-at-large, 8/20/2014
A New Verizon App Store? Say It Ain't So
Sarah Reedy, Senior Editor, 8/20/2014
Like Us on Facebook
Twitter Feed