A Very Odd, but Wise, Instance of Telecom Rebranding

Of all the company "rebranding" efforts many of us have seen in the telecommunications business, the most unusual is the decision by the owners of the mobile payment service owned by AT&T, Verizon and T-Mobile US to adopt a new name.

The move is being taken because the acronym ISIS of course is associated with an unsavory group much in the news of late. 

Isis apparently has not yet decided on a new name, but hasn't announced what the new name will be.

It's a wise move, if unprecedented, in my experience.

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