Microsoft SkyDrive Rebranded as OneDrive
The cloud storage service is undergoing a name change after running into a trademark dispute with the British Sky Broadcasting Group.Last year, a court in the United Kingdom ruled that the SkyDrive brand, Microsoft's cloud storage product, infringed on the British Sky Broadcasting Group's (BSkyB) trademarks. BSkyB agreed to allow Microsoft to use the SkyDrive brand until the software giant could launch a global rebranding effort. Today, that process is nearing its completion, indicated Microsoft. On Jan. 27, the company announced that SkyDrive is changing its name to OneDrive, in a move that calls to mind the company's sweeping "One Microsoft" reorganization and the company's "all-in-one" video and entertainment console, the Xbox One. "We believe the new OneDrive name conveys the value we can deliver for you and best represents our vision for the future," Ryan Gavin, general manager of Microsoft's Consumer Apps & Services unit, wrote in a blog post. Hinting at the legal issues the company encountered last year, Gavin wrote that "changing the name of a product as loved as SkyDrive wasn't easy." Justice Sarah Asplin of the England and Wales High Court ruled in BSkyB's favor on July 28 in its court fight over the SkyDrive brand.
Asplin cited consumer confusion as one of the key factors in her decision. In her judgment, she stated, "If one undertakes a global assessment, there is every reason to conclude that there is a likelihood of confusion in the average consumer in the sense that there is a risk that the public might believe that the services come from the same undertaking or one which is economically linked."