Mobile money joint venture Isis is changing its name in a bid to shed any associations with the Islamic State of Iraq and Syria jihadist group.
Hmmm, was sharing a name with a terroist group Isis' biggest problem?
on the 29th June, a week ahead of the ISIS Mobile Joint Venture Annountment, ISIS in Iraq changed its name to the 'Islamic Caliphate' possibly to stop any convusion with a troubled American mobile wallet application.... possibly the brand manager in the
middle east was a bit ahead of the game on this one - or there was some trademark litigation threatened? see http://www.haaretz.com/news/middle-east/1.602008 for more details
What's worse, I'm not sure if there's any way for the MNO consortium to prevent a recurrence of such a problem in future. Some degree of schadenfreude is only to be expected but let's keep in mind such a branding nightmare could happen to anyone, anytime.
ISIS is now available for use again - thats a relief !!!!!
© Finextra Research 2014