Jumping over to the UK for this piece, where Microsoft have lost a trademark case over their branding for cloud storage service SkyDrive. The ruling, which covers both the UK and EU, stated that Microsoft infringed on British Sky Broadcasting's trademark of the Sky brand with SkyDrive.
The ruling saw that it is possible for consumers to confuse the two brands, somehow. Sky, from BSkyB, offers their satellite broadcasting service, mobile apps and streaming to customers, and previously a cloud storage product but it fell under the name of Sky Store & Share. Microsoft have of course thrown in a counterclaim to invalidate four Sky trademarks "on the grounds of descriptiveness for cloud storage services."
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