Microsoft has spent the last six years turning SkyDrive into a service that can compete with the likes of Dropbox andGoogle Drive. But now it looks as though the company will have to start again, at least, with regards to the name of the file hosting service.
The problem is, by naming the service SkyDrive Microsoft upset BSkyB, which runs the popular pay-TV service Sky across Europe. BSkyB decided to file a trademark infringement back in 2011 claiming that Microsoft was causing confusion in the marketplace.BSkyB won the court case and Microsoft vowed to appeal, but it seems they have now had a change of heart.
Instead, Microsoft has confirmed that it is set the change the name of SkyDrive. BSkyB has also stated it will allow Microsoft a reasonable amount of time in which to make the transition to a new name without taking further action against them.
Although the infringement only covers Europe, Microsoft has decided to change the name of SkyDrive worldwide. That way it can maintain consistent branding and remove the complexity of referring to the service by different names depending on where you are in the world. Imagine accessing SkyDrive in the US, then flying to a destination in Europe, and loading up the service again to find totally different branding. That would be a nightmare to manage.
With the decision to change names now made, the question turns to what the new name will be. Obviously Microsoft needs to be very careful in its selection so as not to cause another lawsuit with another company. Maybe they will build on an existing name they have? Would BingDrive fit the bill?
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