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From the marketers have fallen asleep department: Sprint has finally named their next generation WiMax network. The name: Xohm.

Sprint Nextel Corp.’s top executives tomorrow will roll out “Xohm” as the new name for Sprint’s ambitious WiMax service, a spokesman said today.

“We are pursuing a new business model that is Internet-based, not telecom-based, and therefore will establish a new service brand” to be called Xohm, said Sprint spokesman John Polivka [...]

Sprint has a long reputation for giving unusual names to services, reaching back many years to services such as ION, an acronym for Integrated On-demand Network.

However, the announcement for Xohm is clearly more than just a new name. Sprint’s investment in WiMax is considered critical to its future, and analysts have noted Sprint’s huge investment in the wireless technology as it evolves beyond traditional wireless and wired service offerings.

I don’t think Xohm is an easy to remember name nor something that will stick in customers heads. If Sprint is serious about WiMax (and we all know they are), I think they should get serious with the name.

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