The name change from 'uLocate Communications' to 'Where' was sideways at best. 'Where' is hard to google, prone to confusion in spoken communication, and very generic. For example, a conference for their market is already called "Where 2.0".

I'm wary of 'Where' as a name. Will 'Where' wear well, if whereever it's discussed we're also hearing competitors' wares emphasizing 'where' features? Where, with all these word collisions, will Where find the werewithal to forge a brand image where we're likely to see 'Where' as meaning what Where wants 'Where' to mean?