What’s In a Name Change?


Canadian local search provider illumiCell, which has deals with Microsoft, Yellow Pages Group (.ca) and Superpages, has wisely changed its name to Multiplied Media Corp. Every time I tried to search for the company I misspelled its name: illumiCell. I always wanted to sneak an “n” in there; it was very awkward.

The company’s initial aim, so to speak, is to build out local search applications that live within the IM client, but it has broader ambitions. The forthcoming consumer brand will be Poynt.

Here are a few past posts about the company.


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