Not the Same Old Company Comcast's Dave Watson assures us;in a blog post that Xfinity "represents the future" of the company, and will be all about offering customers more: "more HD, more speed, more choice and more control."
Re-Branding Now Irrational, Unnecessary; "Shareholders should be asking, 'Why?'" says Time's Sean Gregory. The 11-market rollout of the Xfinity brand will be quite pricey, and company earnings more than doubled, to $955 million, in the fourth quarter.
- Makeover May Be an Attempt at MisdirectionThe re-brand was first announced the day before Comcast CEO Brian Roberts was scheduled to testify in Congress on a proposed merger with floundering NBC that some say smacks of monopoly. Is Comcast trying to keep the gawking public focused on its glittery new space-age name and logo while it goes through with an ominous mega-merger that has raised the venomous ire of Al Franken?;
- What About Customer Service? VentureBeat's Cody Barbierri soberly points out that "fixing customer service and technical issues"--which have long been the company's "Achilles heel"--"should be the main focus." A new name won't mean much if it doesn't come with new, better business practices.
...Sounds Like a Porn Company Gizmodo's Brian Barrett snarks it up, calling Xfinity "the worst, pseudo-pornographic, retro-futuristic garbage marketing dollars can buy." The Consumerist's Meg Marco agrees, and helpfully redesigns the logo to match the new name's carnal connotations.