MoDaCo is reporting that with the launch of the HTC Touch, Orange has decided to retire the SPV device name. The SPV name (which stood for Sound, Pictures, Video Smartphone) was used on the Orange line of Windows Mobile Smartphones. Future devices will carry the HTC branding.
While some may mourn the passing of the SPV name, I think that the adoption of HTC model names will make it less confusing for everyone as it eliminates duplicate names for the same device.
It will also be interesting to see if other carriers follow suit (For example, O2 still uses its Xda brand).