Inside Trademarks Trademark Analytics, Research & Strategy

Cloud Computing Trademark Trends

Cloud computing is all the rage now in the information technology industry.  Few, if any, had ever even heard of the term "cloud computing" until 2007, when Dell first tried to secure a trademark for the term.  Ultimately, Dell was unsuccessful in it's effort due to the US trademark office's later decision that the term was descriptive in 2008. 

What is cloud computing?  The term "cloud computing" generally describes internet-based computing where shared resources such as software and data are provided on-demand to computers and other devices.  The NIST provides a more extensive definition.    

Over the past two years, information technology vendors and marketers have used the term so widely that many still debate its definition and whether cloud computing encompasses all of the various services that it is hyped for.  Hype or not, we know that companies will take certain steps to position themselves to take advantage of new concepts or technologies introduced into their industry. 

One step that companies take to position themselves is trademark filing. While there are other steps, such as R&D, marketing investment and others,  successful long-term branding is generally built upon a strong foundation of trademarks.

Our review of filings seeking to cover cloud computing (either in the name or description of goods/services) reveals that a number of companies have more than just a passing interest in cloud computing, and are clearly positioning themselves to make cloud computing part of the brand proposition that they offer.

Key Findings:

• The first trademarks covering cloud computing were filed in 2007
• Cloud computing trademark filings have since increased at an exponential rate
• There was a %483 increase in cloud computing trademarks between 2008 and 2009
• Companies have already filed 112 new cloud computing trademarks this year (as of Mar 24, 2010)
• We project that by year-end there will be 500-1000 cloud computing trademarks on file

For more information on the impact of trademarks on companies marketing cloud computing services please contact us.