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June 18, 2007

Microsoft Mediaroom: the Ingredient Brand Name

Microsoft Mediaroom Kudos to funnyman blogger Long Zheng for guessing a few weeks ago that Microsoft was planning to rename its IPTV platform with a "friendlier" name Microsoft Mediaroom. This new brand name is supposedly the AppleTV killer.

The Mediaroom brand name will be announced today in Chicago and is supposedly "more appealing and descriptive of its expanding features."

The rollout of this Internet TV platform has not been very smooth and comes on the back of AT&T's $4.6 billion upgrade of its fiber-optic lines which will enable the delivery of its (possibly doomed, certainly awkwardly named) U-verse service. This will make Mediaroom a reality in living rooms across the nation.

Mediaroom will function as an ingredient brand the way Gore-Tex is sold in conjunction with numerous clothing labels or computer makers use Intel Inside.

In this case, Mediaroom will be the key ingredient in IPTV services offered by telecoms like AT&T.

While the Mediaroom product name itself is not too bad and works as a metaphor, I am very interested to see if this means that Microsoft is willing to let its own brand name take a back seat to a telecom brand name when it comes to IPTV.

Paid Content says that the ingredient brand moniker means "service providers who don't see Microsoft as a marketing plus can skip it."

Wow, that's a brand-naming milestone for Microsoft.

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Posted by William Lozito at June 18, 2007 3:03 PM
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