I've been watching Comcast
This week, in part for that reason, Comcast is rolling out a new brand that it's calling "Xfinity." I don't know about you, but while I think the company probably should be congratulated for its attempt at rebranding a tarnished image, it's nevertheless hard for me to get beyond the notion that the new moniker is about as silly as any I've seen. There are already plenty of blogs bashing the new name and ridiculing the conglomerate's move. But then again, they didn't ask me, and so Xfinity will be the brand for all the company's products going forward.
Indeed, if you've been watching the Winter Olympic Games from Vancouver, you may have noted advertisements for the change in one or more of several media. The company's obvious intention is to make it abundantly clear that Comcast -- which will remain the corporate name for at least a while -- is well-versed in what's going on in the world of the Internet. Further, I'm sure it's no coincidence that this exterior change is being made as Comcast moves toward a merger with General Electric's
The cable guys continue to face increased competition from the likes of telephone operators Verizon
But lest you get the idea that Comcast is the only cable MSO involved in a rebranding effort, Cablevision
But what does all this mean for Comcast from an investment perspective? Hopefully the company's external name change, coupled with a somewhat new customer service guarantee and online help, can rebuild a much damaged image. My feeling is that, given its quality management team and its pending merger with NBC Universal, if you have a somewhat longer than normal investment time horizon, you might want to pick off a few of the company's shares.
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