Comcast is in the process of re-branding all of its products and services under the “Xfinity” banner.

Comcast mentioned the branding effort in yesterday’s earnings call and then provided more information via a company blog posting by David Watson, executive vice president of operations.

xfinity“Xfinity represents the future of our company, and it’s a promise to customers that we’ll keep innovating,” Watson wrote. “When we launch Xfinity in a market, we’ll re-brand our products: Xfinity TV, Xfinity Voice and Xfinity Internet (our company, of course, remains Comcast). This transition is already well underway across the country. Next week, Xfinity will roll out in 11 markets, including: Boston, Philadelphia, Baltimore, Washington, D.C., Chicago, Portland, Seattle, Hartford, Augusta, Chattanooga, parts of the Bay Area and San Francisco, with more markets to come later this year.”

Comcast CEO and Chairman Brian Roberts first spoke about the company’s “Project Infinity” concept during a keynote address at the Consumer Electronics Show in Las Vegas two years ago. At the time, the name referred to more choices on VOD and linear TV, or an “everything available on TV” concept. Comcast had been using the Project Infinity internally for some time prior to the CES announcement.

In December, Comcast recast its On Demand Online “TV Everywhere” service as Fancast Xfinity.

In a blog posted today by Watson, he reiterated that the company would still be called Comcast, but the products and services will all fall under the Xfinity moniker. Watson wrote that Xfinity will be rolled out to most of the company’s footprint by the end of this year and that the name change won’t be applied to customers’ e-mail addresses.

“Xfinity is the culmination of years of work to transition Comcast’s network and products to a platform that will now offer 100+ HD channels, 50 to 70 foreign-language channels, approaching 20,000+ VOD choices, incredibly fast Internet speeds (50 Mbps growing to 100+ Mbps), and thousands of TV shows and movies online for our customers to watch whenever and wherever they want,” Watson wrote yesterday.

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