Without much fanfare Truphone, international mobile roaming and app company, has decided to re-brand as "Tru". Like all re-brandings this is a path fraught with danger, as people must now be put through the pain of constantly correcting themselves when referring to the company. And it's always fun when the re-brand is a word you might actually use generically, leading to all sorts of confusion. All very tru... I mean true. A post on the site's customer site says today: 
Source: http://feedproxy.google.com/~r/Techcrunch/~3/0hWfj4TbU4o/
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