Is what they call themselves in sweden, at least I imagine its them as they have identical branding.

Somewhere the downtrodden VM customers can go to punch out a representative after their service/billing has been screwed up for the umpteenth time......

I know this article was short on analysis of what this announcement means, but was it right signing off on "What's increasingly clear is that the company needs a better name, and something less associated with a product that hasn't existed for 10 years."?

Firstly, as the story isn't about corporate branding but a change in the products offered, it's not that appropriate. Personally, I would have liked to have read a bit more details on stuff like what impact this is going to have on CW's own broadband service, what's in it for Virgin etc etc.- i.e. what the story was meant to be about

Secondly, changing a company name - especially when it's a household one - is a tricky business and doesn't always work. Sure, CW haven't sold carphones for ages - but given that I think you would have a hard time finding people unaware that of what CW flogs, and as marketing publications claim it's a strong brand, what's the point?

A word that sums up CPW these days?

Would CarphoneWhoreHouse be appropriate? Like any good madam they'll pimp anything to anybody!

Just ask the staff!

I would suggest the go down that route.

In Europe it is just called The Phone House.

http://www.motorola.com/consumer/v/index.jsp?vgnextoid=681ddba48fa43110VgnVCM1000008206b00aRCRD&show=productHome

Hey car phones still exist, I have one, a Nokia 610 although that has now been replaced by the 616.

I read that as "Virgin fills whorehouse with media" and "Crap-phone expands Virgin offering". Sweet.

The name 'Carphone Warehouse' is only used in the UK, it is known througout europe as 'The Phone House' (the logo is identical, only the text is different). If memory serves me correctly, the name wasn't changed, for fear of people thinking that it was not the same company; as it is an established, well known brand here.