What's in a Name?

Consider, too, Microsoft's name-changing attempts with the Windows Mobile platform. After meandering from Pocket PC to Smartphone, then onto a of , then just recently to , the one thing consistent with Microsoft's mobile offering has been its lack of any continuing success. The show WinMo holding just under 7 percent of the mobile market, compared to the iPhone's roughly 67 percent. Putting it all together, the odds of a rebrand rejuvenation just don't seem strong.

So what's in a name? Often, it would seem, not so much. Just ask that guy named . I hear he has some experience in this department.