Invisioneer Continues Qplay Rebrand (New Details)

After breaking news that TiVo’s co-founders have reunited to develope another (mini) set-top, it appears that the company rebrand has accelerated… as Invisioneer transforms into Qplay right before our eyes (and clearly without a private staging website). Our initial assumptions, based on limited site text and LinkedIn profiles, appears spot on. From Qplay’s new description:

For most people, playing [Internet video] on your tablet can be a chore and getting it to your TV is next to impossible. Qplay will harness the power of the Internet to give consumers new ways to discover, play and share video content.

While GigaOm sources indicate the company is hoping to aggregate premium content, neither Qplay’s test Twitter account nor the new imagery support that. Indeed, what one is (at launch) versus what they hope to become is not always one in the same. And whatever Qplay is doing with YouTube video (and now Vine) can likely be done better via YouTube’s native rating, sharing, playlists in conjunction with Chromecast beaming. Not to mention this space is getting crowded, between the gaming consoles, streaming incumbents, and incoming Amazon box – will Qplay offer enough, at the right price and with the stellar marketing that will be needed to make dent? Guess we’ll find out in “early 2014.”