I really can’t top that TechCrunch headline.
For most of us, the term ’smartbook’ (a device that’s somewhere in between a smartphone and a netbook) is nothing but the latest tech buzzword du jour. For German company Smartbook, however, it’s apparently a chance to score some free publicity by vigilantly defending a multinational trademark and threatening to sue everyone who dares use it in conversations.
Smartbook AG has also targeted media outlets who use the word generically to describe some next-generation devices. For instance, electronics industry newspaper EE Times has removed all references to the word, and even downright deleted an article that dealt with the legal threats put forward by Smartbook against the media company…Now it appears the company is actively going to pursue international bloggers and press too, no longer limiting themselves to those in German-speaking countries.
There’s a very technical marketing word to describe this situation: FAILURE.
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