Microsoft Backs Down from British Broadcaster in Fight for SkyDrive Trademark

By Joseph Mandour on February 7, 2014

Microsoft Los Angeles – In a likely effort to shift attention away from the fact that it has thrown in the towel on a major trademark dispute, Microsoft is rolling out a new campaign surrounding the rebranding of its SkyDrive cloud storage system.  The service will now be called OneDrive and comes at the end of a drawn out struggle over the SkyDrive name.

The issue began back in 2007, when the giant U.S. based tech corporation unveiled SkyDrive, a cloud-based file storage system.  Problems arose, however, when BSkyB, once of the UK’s biggest streaming media companies, filed a lawsuit against Microsoft for infringing on its own SkyDrive device, which it claimed it had been using for years.  After the case was brought up through the European Union, a judge ruled that Microsoft was infringing and that it must cease use of the name.  Though Microsoft initially adamantly touted its plans to appeal, the recent unveiling of the SkyDrive name change tells a different story.

This is not the first time that Microsoft has taken on a branding overhaul.  It famously changed Hotmail to Windows Mail Live to Outlook.com as well.  Even though  the swapping out of “Sky” for “One” may seem like a minor alteration, the change could have lasting effects on Microsoft as a whole, as the cloud storage system currently has over 250 million users.  In an effort to make sure that customers are not turned away from the product due to the name change, Ryan Gavin, the company’s General Manager of Consumer Apps & Services, has issued a letter on Microsoft’s blog.  The note assures that “service will continue to operate as you expect” and that all content will be available on OneDrive with no problems.

Microsoft is cleverly pitching the new name on its website.  One portion states, ” Why OneDrive?  We know that increasingly you will have many devices in your life, but you really want only one place for your most important stuff.  One place for all of your photos and videos. One place for all of your documents.  One place that is seamlessly connected across all the devices you use.  You want OneDrive for everything in your life.”

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