How would you like the job of brainstorming a brand name for the granddaddy of all oxymorons: cable mobile service? It's no easy task, as all the good names, like Unstrung, are already taken. And something hip like C-mobile is not sufficiently differentiated.

After much deliberation, the marketing mind trust at the Sprint Corp. (NYSE: S) MSO joint venture announced its selection for a new moniker. And the winner is: Pivot

Isn't the logo a looker?

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For what it lacks, Pivot may well beat the much maligned new look from Alcatel-Lucent (NYSE: ALU):

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Or Cisco Systems Inc. (Nasdaq: CSCO)'s new Toys 'R Us style:

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The only real danger is that over cocktail conversation cable-mobile could be easily confused with a divot or a trivet.

According to the Sprinters: "Pivot is now available in eight metropolitan areas (Raleigh, N.C.; Austin, Tex.; Boston; Portland, Ore.; San Diego; Phoenix; Cincinnati; and Dayton, Ohio). Pivot is expected to launch in 40 metropolitan areas in 2007. The capability to program your home DVR from your Sprint phone will also be available to customers in select areas in 2007."

Cool, that last feature is Pivot-al.

— Michael Harris, Chief Analyst, Cable Digital News