Comcast's cable business is under attack as consumers look at lower cost alternatives. But the largest cable company in the Seattle region and the country has a plan: a new name. Comcast said during its earnings call today that it plans to rebrand its video, phone and Internet businesses as Xfinity in the coming months. The name will be rolled out in 11 markets next week where it already operates enhanced Internet and all-digital services, with plans to have the majority of markets covered by the end of the year. [Post updated with comments on the roll out of Xfinity in Seattle]

In the conference call today, CEO Brian Roberts said that the new brand will help strengthen the concept of giving consumers more content "anytime, anywhere." Xfinity -- whose Web site now declares "a new era of entertainment is about to begin" -- will also be a place to showcase future innovation for the company.

"We are not only repositioning the company technically, we are beginning to reposition the company with the consumer," Roberts said.

More on Comcast's financial results -- which saw fourth quarter revenue increase 2.9 percent to $9.1 billion-- here. The company's fourth quarter net income more than doubled to $955 million, driven in part by the fact that the 2008 numbers were severely hampered by a charge related to its investment in Kirkland-based Clearwire.

While Comcast saw increases in high-speed Internet customer (up 6.7 percent) and voice customers (up 17.8 percent) during 2009, the company's historical business of video customers actually declined (down 2.6 percent).

Comcast also stressed its HighSpeed2go product, the company's wireless broadband service that it started to roll out late last year in partnership with Clearwire. Comcast, which started offering the service in Portland and Seattle last year, said that it plans to significantly expand the service in 2010.

In Portland, the company said that 40 percent of HighSpeed2go customers are new high-speed Internet customers for Comcast. In fact, Comcast is kind of using Portland as a testbed for a number of its new initiatives.

UPDATE: Comcast spokesman Steve Kipp confirms that Seattle is one of the first 11 markets where Xfinity will be introduced. In fact, he said that in the coming weeks the new brand will begin appearing on trucks and uniforms of cable installers.

"We’ve invested hundreds of millions of dollars into improving our fiber optic network in Washington and plan to continue to make investments and improvements in our network for years to come," he said. "The Xfinity brand is a way for us to wrap all of those improvements under one umbrella."

Kipp also said that Xfinity is a way to keep pushing the envelope when it comes to innovation, with plans in the future to offer download speeds up to 100 Mbps, more high definition channels and the ability to watch television shows while on the go through Fancast Xfinity.

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