Trademark application for ‘Holo’ : Microsoft planned ahead with HoloLens domain

Microsoft used Marksmen, a third party acquisition service – aka, proxy buyer – to buy the domain name HoloLens.com for a mere $6,750 and some pondered on the timeframe of their brand development.

The domain was retained for less than a week by Marksmen, before Microsoft announced the launch of HoloLens and took over control of HoloLens.com.

It is clear, that Microsoft’s revolutionary product did not acquire a name overnight. Despite not having applied for a trademark for ‘HoloLens’, Microsoft did apply for ‘Holo’ in classes that cover the following use:

“Smartphones; Wearable computers; Wearable digital electronic devices comprised primarily of software and display screens for a smartphone; receiving and making phone calls; viewing, sending, receiving, and transmitting data, text, and other information; and location based tracking and also featuring a wristwatch”

and:

“Smart watches comprised primarily of a wristwatch also featuring a smartphone; Wearable digital electronic devices comprised primarily of a wristwatch and also featuring a smartphone”

The application was made on December 9th, about five weeks before Marksmen acquired HoloLens.com on behalf of Microsoft.

That’s plenty of time to come up with a domain name, as the matching Holo.com is a fully established company, that might have been extremely expensive to acquire. Or, perhaps, such an inquiry is yet to come.

It is important to note that the word “hologram” is comprised of two Greek words: Holos (whole) and gramma (letter/symbol). Many modern brands that are trademarked are sourced from quite ancient Greek words; Nike is one of them.

 

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