*NEWS*HP JOINS CRITICS OF DELL’s …….

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*NEWS*HP JOINS CRITICS OF DELL’s …….

 user 2006-07-26 at 11:22:00 am Views: 44
  • #16212

    HP joins critics of Dell sell
    DELL has again been accused of registering its competitors’ brands on Google AdWords.
    Hewlett-Packard,
    BlackBerry and Palm are the latest to say their trademarks have been
    snapped up.HP has accused Dell of appropriating its company name and
    the iPAQ brand in an effort to drive sales of its competing line of
    Axim handhelds.Dell raised the hackles of Acer and Toshiba last week
    when searches on the terms “Acer notebook” and “Toshiba notebook” in
    Google’s advertising program directed click-throughs to the Dell
    website.

    Acer has threatened to sue over the conduct.
    Denying
    the allegations, a Dell spokeswoman said it had bought only the generic
    terms “notebook” and “laptop”.But Dell has registered “Hp Ipaq” and
    “Ipaq”, in an apparent attempt to piggyback on the popularity of its
    competitors’ products.”We believe it’s a misleading tactic,” an HP
    spokesman said.”If you’re promoting a product that you can’t supply
    you’re wasting the customers’ time and undermining the Google
    experience.”Dell’s portfolio of competitor brands includes “Palm”,
    “Treo”, “Tungsten” and “PalmOne”, all trademarks of the well-known
    handheld vendor. Also on the list is “Blackberry”, which is very close
    to the trademarked BlackBerry mobile email device.A spokeswoman for
    Palm said the company would not comment on the controversy. “We don’t
    have anything to contribute other than to say that in the US Dell sells
    Palm handhelds,” she said.Dell did not sell those products in
    Australia, she said.A Dell spokeswoman said the search terms were from
    previous campaigns that were still under way but Dell was not using
    competitor brand names in new campaigns.”Dell’s marketing is all about
    providing customers with choice,” she said.”Our test on bidding on a
    variety of terms is primarily designed to provide relevant information
    to aid customers in their purchase decisions.”Google AdWords, a program
    that allows businesses to buy space in prominent sponsored link boxes
    on Google’s search page, is important to PC vendors, whose customers do
    most of their research online.Experts said advertisers were looking for
    every possible advantage, including the use of competitors’
    trademarks.Brisbane advertising consultant Ben Bradshaw said use of
    competitors’ keywords was common, and it worked.He encouraged his
    clients to protect all their brands and model names. “A company with
    lots of products should bid on all those terms,” he said.According to
    Google, it does not permit the use of competitors’ trademarks. A
    spokesman said any company that felt its trademark had been violated on
    AdWords should contact it.”We do not allow the use of trademarks as
    keywords if the trademark owner objects,” he said.