Isis, the NFC venture set up by US carriers AT&T, Verizon and T-Mobile, is to get a new name. The move is in response to the growing profile of the Isis militant group.
“From our inception, our vision has been simple: use the power of the mobile phone to help consumers find a safer and better way to shop, pay and save,” CEO Michael Abbott writes in a blog post.
“Four years ago, we went in search of a brand that could embody this vision. We wanted a name that brought to life our company and our values. Above all, we wanted a brand that captured the simplicity of our mobile wallet experience. We chose Isis.
“Recently, we have observed with growing concern a militant group whose name, when translated into English, is Islamic State of Iraq and Syria – often referenced by the acronym Isis.
“The Isis militant group has been linked to sectarian violence against civilians and government forces in Iraq and Syria.
“However coincidental, we have no interest in sharing a name with a group whose name has become synonymous with violence and our hearts go out to those who are suffering. As a company, we have made the decision to rebrand.
“Changing a brand is never easy, but we know this is the right decision — for our company, our partners and our customers.
“We are actively working on a new brand, and I’ll share more with you as our journey progresses in the coming months.
“In the meantime, we remain committed to growing the mobile payments ecosystem, and advancing our mobile wallet. Our focus on delivering a great product and platform to our customers hasn’t changed.
“Please accept my sincere thanks for your support and dedication to our vision. And, I thank you in advance for your continued support and understanding as we work through this transition.”
The brand’s parent company, JVL Ventures, has 92 current and expired trademarks registered with the US Patent and Trademark Office. Previously abandoned names include Proxi, Pivot and Vendi.