Hopeful and former Windows phone users have long enjoyed the Live-tiled Windows phone UI and Microsoft's ecosystem. Sadly, Windows phones have been a persistent consumer failure. Still, Microsoft's Surface brand defined a category and inspired an industry of OEM support for 2-in-1 PCs and has inspired fans to grasp onto "Surface" as Microsoft's solution to its smartphone woes. Hence, hopeful fans have dubbed Microsoft's elusive mobile device the "Surface Phone." But since the device isn't a phone, that name won't work. Will Windows phone fans finally get the device of their dreams?

How Microsoft is prepping the enterprise for its folding mobile Surface What's in a name?

In biblical times, names reflected a person's character or destiny. In like manner, names of products are important to quickly define what something is and what it's for. In the dynamic and fast-paced tech industry, a product's name is critical. It must swiftly convey to the target audience, whose attention is being consistently courted, the purpose and position of the device. The name of Microsoft's new mobile device must convey its position in relation to smartphones. Microsoft may be launching a pocketable PC into a context where users see any telephony-capable pocketable device as a smartphone. Whatever Microsoft calls this device the name must convey that it is a Windows 10 PC to reshape what people expect from a pocketable telephony-enabled device. The name should be marketable

Since Microsoft must market the "what and why" of this device, the name must be simple, memorable, original and appealing. If it's too long, complicated, immemorable or inaccurately describes the device marketing attempts will fail. Sadly, Microsoft has a spotty record with naming products. The "Microsoft Wireless Display Adapter" comes to mind. Chromecast is much catchier name for a similar product. A product's name must be comfortable to say and connect with people emotionally and intellectually. Microsoft must recognize that though the device's audience will initially be the enterprise, people with iPhone Xs, Galaxy Notes and Surface Books are making a company's technology decisions. The devices they possess have names that work emotionally and psychologically. The name should appeal to OEMs