Joe reports that openBC is changing its name to Xing. It will be interesting to see how that plays out. At SelectMinds, we were working with Accenture when they went through their name change from Andersen Consulting. That change provided an opportunity to speculate on the value of a name, since Accenture had paid Arthur Andersen (I think) about $1b to continue using the name Andersen Consulting for a year.
There will be implicit costs for openBC through this name change. Obviously they think that it’s worth it.