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Murdoch machinations mean Microsoft must rename SkyDrive

Any suggestions from readers?

Internet Security Threat Report 2014

Microsoft is going to have to rename its SkyDrive cloud storage service after agreeing to submit to a British court's ruling over ownership of the brand name.

British Sky Broadcasting Group, the European satellite broadcasting arm of Rupert Murdoch's media empire, took on Redmond over the rights to the SkyDrive name, pointing out that BSkyB had got there in advance of Microsoft's marketing cohorts. In June, UK High Court Judge Sarah Asplin found against Microsoft, and Redmond has submitted to the verdict.

"We are pleased to have reached a settlement after Microsoft agreed not to appeal the trade mark infringement judgment in relation to its SkyDrive service," said Sky in a statement to El Reg.

"We will remain vigilant in protecting the Sky brand and will continue to take appropriate action against those companies who seek to use our trade mark without consent."

It's another embarrassing trademark failure for Microsoft. The much-touted Metro interface that was the marketing push behind Windows 8 is rumored to have been renamed as "Modern UI" after intellectual property lawyers got involved. With the billions Microsoft spends on marketing, you'd think the company would have this kind of slip sorted by now. It seems not, however.

"We're glad to have resolution of this naming dispute, and will continue to deliver the great service our hundreds of millions of customers expect, providing the best way to always have your files with you," Microsoft said in a statement.

This still leaves the name for the new service to decide. El Reg is sure the readers will have some suitable suggestions on our forum boards. ®

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