Microsoft nixes SkyDrive, picks OneDrive as new name
After trademark lawsuit loss to BSkyB last year, announces rebranding for consumer and commercial online storage service
Computerworld - Microsoft today said it had renamed its SkyDrive online storage services as OneDrive, picking a name six months after striking a deal with a British broadcaster that had taken the American firm to trademark court.
"Changing the name of a product as loved as SkyDrive wasn't easy," Microsoft acknowledged in a post to a new blog. "We believe the new OneDrive name conveys the value we can deliver for you and best represents our vision for the future."
Microsoft was forced to rebrand the service -- as well as its for-business SkyDrive Pro, which took the name OneDrive for Business -- after it lost a trademark infringement case last year brought by British Sky Broadcasting Group (BSkyB), the massive television and broadband Internet service provider owned in part by Rupert Murdoch.
In late July, Microsoft and BSkyB announced a settlement that gave the former a "reasonable period of time to allow for an orderly transition to a new brand" for SkyDrive. In return, Microsoft pledged to drop its plans to appeal the U.K. court's ruling.
Current users of SkyDrive and SkyDrive Pro need do nothing as the name change propagates through Microsoft's properties. "The service will continue to operate as you expect and all of your content will be available on OneDrive and OneDrive for Business respectively as the new name is rolled out across the portfolio," said Ryan Gavin, general manager of Microsoft's consumer apps and services group, in the blog.
It wasn't the first time that Microsoft stumbled with a brand name.
In mid-2012, the Redmond, Wash. company dropped the term "Metro" -- which it had used to describe the tile-based, touch-first interface in Windows 8 and the apps that ran in the UI -- after Metro AG, a Dusseldorf, Germany-based retail conglomerate, threatened the company. Microsoft has failed to find a catchy replacement for Metro. At one point it cited "Modern" as the new term, then settled on the forgettable "Windows Store" to label the apps, all to little avail: Most references to the UI and apps continue to use Metro.
One public relations expert took Microsoft to the woodshed last year for flailing a second time in branding. "It's unbelievable to me that Microsoft did not see this coming," said Peter LaMotte, an analyst with Washington, D.C.-based strategic communications consultancy Levick.
According to a WHOIS search of domain registrations, onedrive.com was originally claimed in 1998. On Jan. 23, 2014, the status of the domain was updated; it now shows as owned by Dynadot, a San Jose, Calif. domain name registrar and website hosting firm.
Gregg Keizer covers Microsoft, security issues, Apple, Web browsers and general technology breaking news for Computerworld. Follow Gregg on Twitter at @gkeizer, or subscribe to Gregg's RSS feed . His email address is firstname.lastname@example.org..> >
- Microsoft plans to patch critical under-attack IE bug next week
- Ballmer regrets not aping Apple sooner
- OS upgrades: Cheap is better than pricey, free is better than cheap
- Update: More top-tier Microsoft execs head for the door
- Microsoft ships Office 2013 SP1 the old-fashioned way
- Microsoft's 'go-low' play puts Windows revenue on the line
- Microsoft: Android Nokia not our call to make
- Gates sells another 20M shares; lead over Ballmer shrinks to nearly nothing
- Hey Microsoft, where's the next Mac Office?
- Microsoft dubs 'confusing' Office Web Apps as Office Online
Read more about IT Industry in Computerworld's IT Industry Topic Center.
- 15 Non-Certified IT Skills Growing in Demand
- How 19 Tech Titans Target Healthcare
- Twitter Suffering From Growing Pains (and Facebook Comparisons)
- Agile Comes to Data Integration
- Slideshow: 7 security mistakes people make with their mobile device
- iOS vs. Android: Which is more secure?
- 11 sure signs you've been hacked
Changing the Way Government Works: Four Technology Trends that Drive Down Costs and Increase Productivity
This paper discusses four technology-based approaches to improving processes and increasing
productivity while driving down department and agency costs.
- Aberdeen Group: Marketing Analytics for Manufacturing: Forging Customer Insights There are no recalls for poor marketing. Manufacturers need to get their customer intelligence and messaging right the first time. Learn how.
- The Brave New World of Customer-Centric Manufacturing The Unique Opportunity for Manufacturers to Better Understand their Consumers
- See the Possibilities Utilizing Data Visualization Do you simply want to collect data, or do you want to derive business insights from it? What if you could quickly and...
- Meg Whitman presents Unlocking IT with Big Data During this Web Event you will hear Meg Whitman, President and CEO, HP discuss HAVEn - the #1 Big Data platform, as well...
- The New Way to Work Knowledge Vault This Knowledge Vault focuses on how, in today's increasingly virtual world, it's more important than ever to engage deeply with employees, suppliers, partners,... All IT Industry White Papers | Webcasts