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Wallop, the social app startup that broke out of Microsoft in 2006, has changed its name to Coveroo and plans to refocus its efforts on mobile phone accessories. Its first order of business was to buy laser-engraving firm Etchstar, which specializes in customizing laptops and phones.

Based in San Francisco, the new entity will inherit 10 employees and what’s left of $13 million in capital from Wallop. Its investors include Norwest Venture Partners and Bay Partners. The social-networking aspect of its business will be repurposed to attract users to its personalization services (which include ways to distinguish their online identities, not just their hardware).

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