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Microsoft Pri0

Welcome to Microsoft Pri0: That's Microspeak for top priority, and that's the news and observations you'll find here from Seattle Times technology reporter Matt Day.

August 15, 2007 at 12:41 PM

Sprint’s WiMax plans — hard to say.

Tomorrow I’ll be listening to a 7 a.m. investor conference call conducted by Sprint Nextel to learn more about its WiMax plans, and specifically about its new partnership with Kirkland-based Clearwire.

But in advance of that, Engadget reported on a rumor regarding what Sprint might be calling its WiMax service.

Sprint reportedly will name the service — to be launched later this year — XOHM.

I know … it’s hard to say how that will be pronounced.

The struggle with building a partnership between Clearwire and Sprint Nextel was how to brand it so that the two each keep their unique identities while also making clear to customers that they can move from one network to another.

The answer was that the two were going to come up with a common “ingredient” brand that would sort of sit inside the companies’ two products. I imagine this is similar to the Intel Inside campaigns, where Intel’s brand is inside a Dell or Toshiba computer.

Stay tuned to hear more.

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