Microsoft Sift and Swivel? Mobile Search? New Name for Windows Phone? Something Else?

Yet Another Microsoft Search Brand—This Time For Phones?
…and ZDNet’s Mary-Jo Foley noted Microsoft’s trademark requests for Sift and Swivel…
Microsoft trademarks two more names: Sift and Swivel
…that apparently has something to do with Windows Mobile. Both speculate that Sift (which may be changed since Ms. Foley notes that she learned the trademark application for it was initially refused) has something to do with mobile search while Swivel may be the name of something associated with Windows Mobile 7 (due sometime in 2010).
As a long time critic of Microsoft’s long and boring product names (e.g., “Windows Mobile 2003 Second Edition” or “Windows Mobile Professional Edition”), any reasonable short product name gets my approval.

Publish date: April 22, 2009 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT