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宏達電(上):Touch機或是HTC Touch 機?

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科技產業資訊室 (iKnow) - Amber 發表於 2007年7月6日
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新聞:(2007年7月4日- 經濟日報-宏達電:6月營收符合預期)蘋果電腦iPhone推出後,在美國市場屢創佳績,相較之下近期市場傳出宏達電因阿福機零組件缺貨,6月營收恐未達百億元水準,昨(3)日宏達電財務長鄭慧明表示,阿福機在零售市場反應不錯,零組件缺貨及6月營收不如預期,「為市場謠言」。

 

圖一、宏達電進日股價一覽表

(Source: http://tw.stock.yahoo.com/q/ta?s=2498

圖二、宏達電中華民國商標圖形彙整

 

表一、宏達電中華民國商標佈局

申請案號

註冊/審定號

註冊公告日期

商標名稱

申請人

96023479

 

 

hTc TOUCH

宏達國際電子股份有限公司

96023121

 

 

TOUCH

宏達國際電子股份有限公司

96023119

 

 

TouchFLO

宏達國際電子股份有限公司

96023117

 

 

TOUCHNOLOGY

宏達國際電子股份有限公司

96016999

 

 

MOGUL

宏達國際電子股份有限公司

96016997

 

 

ADVANTAGE

宏達國際電子股份有限公司

96016994

 

 

SHIFT

宏達國際電子股份有限公司

95045443

 

 

RollR

宏達國際電子股份有限公司

95037571

 

 

JOGGR

宏達國際電子股份有限公司

95037570

1255997

096/04/01

VUEFLO

宏達國際電子股份有限公司

95031318

1246756

096/01/16

MTeoR

宏達國際電子股份有限公司

95030916

1246750

096/01/16

TyTN

宏達國際電子股份有限公司

95030828

1265575

096/06/01

hTc with design + smart mobility (in black and white)

宏達國際電子股份有限公司

95022578

1262132

096/05/01

hTc 及圖

宏達國際電子股份有限公司

95022577

1249966

096/02/01

宏達國際電子股份有限公司標章

宏達國際電子股份有限公司

94039620

1215641

095/06/16

HTC INNOVATION (design)

宏達國際電子股份有限公司

92060249

1103389

093/05/16

HTC Engineering Mobility 及圖

宏達國際電子股份有限公司

92060248

1106189

093/06/16

HTC Engineering Mobility 及圖

宏達國際電子股份有限公司

91047966

185595

 

HTC 及圖

 

91043737

1065727

092/12/01

Qtek

宏達國際電子股份有限公司

88058486

935780

090/04/16

宏達

宏達國際電子股份有限公司

88058485

935779

 

HTC

宏達國際股份有限公司

87043507

871538

088/12/01

LifeSync 及圖

宏達國際股份有限公司

 

表二、宏達電Touch手機相關商標佈局

商標

台灣

歐洲

美國

澳洲

 

申請時間

應用產品

申請時間

應用產品

申請時間

應用產品

申請時間

應用產品

TOUCH

2007

0517

註1

2007

0517

註5

hTc TOUCH

2007

0518

註2

2007

0517

註6

2007

0525

註9

2007

0521

註12

TouchFLO

2007

0517

註3

20070517

註7

2007

0525

註10

2007

0521

註13

TOUCHNOLOGY

2007

0517

註4

2007

0517

註8

2007

0525

註11

2007

0521

註14

 

註1:行動電話;附資料傳輸功能之行動電話;影像電話;智慧型電話;個人數位助理器;附全球定位系統之個人數位助理器;附無線傳輸功能之個人數位助理器;附通訊功能之個人數位助理器;網路電話;相機電話;平板電腦;薄型電腦;超行動性個人電腦(UMPC);耳機,具無線傳輸功能之耳機;同步整合傳輸線,傳輸基座,電池,交流電變壓器,充電器,行動電話皮套,個人數位助理器皮套,行動電話外殼,個人數位助理器外殼,記憶卡,車用充電組,行動電話或個人數位助理器用之車用充電器,行動電話或個人數位助理器用之車用支架、無線遙控器、鍵盤。

註2:行動電話;附資料傳輸功能之行動電話;影像電話;智慧型電話;個人數位助理器;附全球定位系統之個人數位助理器;附無線傳輸功能之個人數位助理器;附通訊功能之個人數位助理器;網路電話;相機電話;平板電腦;薄型電腦;超行動性個人電腦(UMPC);耳機,具無線傳輸功能之耳機,同步整合傳輸線,傳輸基座,電池,交流電變壓器,充電器,行動電話皮套,個人數位助理器皮套,行動電話外殼,個人數位助理器外殼,記憶卡,車用充電組,行動電話或個人數位助理器用之車用充電器,行動電話或個人數位助理器用之車用支架、無線遙控器、鍵盤。

註3:行動電話;附資料傳輸功能之行動電話;影像電話;智慧型電話;個人數位助理器;附全球定位系統之個人數位助理器;附無線傳輸功能之個人數位助理器;附通訊功能之個人數位助理器;網路電話;相機電話;平板電腦;薄型電腦;超行動性個人電腦(UMPC);耳機,具無線傳輸功能之耳機;與前述產品相關之操作軟體;具互動式使用者介面之軟體。

註4:行動電話;附資料傳輸功能之行動電話;影像電話;智慧型電話;個人數位助理器;附全球定位系統之個人數位助理器;附無線傳輸功能之個人數位助理器;附通訊功能之個人數位助理器;網路電話;相機電話;平板電腦;薄型電腦;超行動性個人電腦(UMPC);耳機,具無線傳輸功能之耳機;與前述產品相關之操作軟體;具互動式使用者介面之軟體。

註5:Mobile phones; mobile phones with data transmission function; video phones; smart phones; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; accessories for the above goods, namely, headset, headsets with wireless transmission function, synchronization cable, cradle, battery, AC adaptor, chargers, leather pouches for personal digital assistants or mobile phones, cases for mobile phones, cases for PDAs, memory cards, car kit, in-car chargers for mobiles phones and personal digital assistants, and in-car holders for mobiles phones and personal digital assistants, remote controllers, keyboards.

註6:Mobile phones; mobile phones with data transmission function; video phones; smart phones; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; accessories for the above goods, namely, headset, headsets with wireless transmission function, synchronization cable, cradle, battery, AC adaptor, chargers, leather pouches for personal digital assistants or mobile phones, cases for mobile phones, cases for PDAs, memory cards, car kit, in-car chargers for mobiles phones and personal digital assistants, and in-car holders for mobiles phones and personal digital assistants, remote controllers, keyboards.

註7:Mobile phones, mobile phones with data transmission function, video phones, smart phones, personal digital assistants, personal digital assistants featuring global positioning system, personal digital assistants with wireless communication function, personal digital assistants with telecommunication function, voice over internet protocol phones, camera phones, tablet computers, slim computers, ultra mobile personal computers, headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface.

註8:Mobile phones, mobile phones with data transmission function, video phones, smart phones, personal digital assistants, personal digital assistants featuring global positioning system, personal digital assistants with wireless communication function, personal digital assistants with telecommunication function, voice over internet protocol phones, camera phones, tablet computers, slim computers, ultra mobile personal computers, headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface.

註9:IC 009. US 021 023 026 036 038. G & S: Mobile phones; mobile phones with data transmission function; video phones; smart phones, namely, mobile phones with the capability to electronically transmit data, voice content and images, the capability to access the Internet, the capability to electronically send and receive faxes, and the capability to send and receive electronic mail messages; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; accessories for the above goods, namely, headset, headsets with wireless transmission function, synchronization cable, cradle battery, AC adaptor, chargers, leather pouches for personal digital assistants or mobile phones, cases for mobile phones, cases for PDA's, memory cards, car kit, in-car chargers for mobile phones and personal digital assistants, and in-car holders for mobile phones and personal digital assistants, remote controllers, keyboards; a touch function feature sold integral to mobile phones; mobile phones with data transmission function; video phones; smart phones, namely, mobile phones with the capability to electronically transmit data, voice content and images, the capability to access the Internet, the capability to electronically send and receive faxes, and the capability to send and receive electronic mail messages; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers. accessories for the above goods, namely, headset, headsets with wireless transmission function, synchronization cable, cradle battery, AC adaptor, chargers, leather pouches for personal digital assistants or mobile phones, cases for mobile phones, cases for PDA's, memory cards, car kit, in-car chargers for mobile phones and personal digital assistants, and in-car holders for mobile phones and personal digital assistants, remote controllers, keyboards

註10:IC 009. US 021 023 026 036 038. G & S: Mobile phones; mobile phones with data transmission function; video phones; smart phones, namely, mobile phones with the capability to electronically transmit data, voice content and images, the capability to access the Internet, the capability to electronically send and receive faxes, and the capability to send and receive electronic mail messages; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface; a touch function feature sold integral to mobile phones; mobile phones with data transmission function; video phones; smart phones, namely, mobile phones with the capability to electronically transmit data, voice content and images, the capability to access the Internet, the capability to electronically send and receive faxes, and the capability to send and receive electronic mail messages; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface

註11:IC 009. US 021 023 026 036 038. G & S: Mobile phones; mobile phones with data transmission function; video phones; smart phones, namely, mobile phones with the capability to electronically transmit data, voice content and images, the capability to access the Internet, the capability to electronically send and receive faxes, and the capability to send and receive electronic mail messages; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface; a touch function feature sold integral to mobile phones; mobile phones with data transmission function; video phones; smart phones, namely, mobile phones with the capability to electronically transmit data, voice content and images, the capability to access the Internet, the capability to electronically send and receive faxes, and the capability to send and receive electronic mail messages; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface

註12:Mobile phones; mobile phones with data transmission function; video phones; smart phones; personal digital assistants; personal digital assistants featuring global positioning system; personal digital assistants with wireless communication function; personal digital assistants with telecommunication function; voice over Internet protocol phones; camera phones; tablet computers; slim computers; ultra mobile personal computers; accessories for the above goods, namely, headset, headsets with wireless transmission function, synchronization cable, cradle, battery, ac adaptor, chargers, leather pouches for personal digital assistants or mobile phones, cases for pdas, memory cards, car kit, in-car chargers for mobile phones and personal digital assistants, and in-car holders for mobiles phones and personal digital assistants, remote controllers, keyboards

註13:Mobile phones, mobile phones with data transmission function, video phones, smart phones, personal digital assistants, personal digital assistants featuring global positioning system, personal digital assistants with wireless communication function, personal digital assistants with telecommunication function, voice over Internet protocol phones, camera phones, tablet computers, slim computers, ultra mobile personal computers, headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface

註14:Mobile phones, mobile phones with data transmission function, video phones, smart phones, personal digital assistants, personal digital assistants featuring global positioning system, personal digital assistants with wireless communication function, personal digital assistants with telecommunication function, voice over Internet protocol phones, camera phones, tablet computers, slim computers, ultra mobile personal computers, headset, headsets with wireless transmission function; operation software used in connection with the aforementioned products; software with interactive user interface

評析:隨著蘋果(Apple Inc., http://www.apple.com)iPhone手機的開始熱賣,市場上關於宏達電(http://www.htc.com)與阿福機的負面消息接踵而來,不是手機零組件缺貨,就是宏達電6月營收不如預期,這個影響可以從近日如洗三溫暖的宏達電股價一覽無遺(如圖一所示)。

姑且不論宏達電HTC Touch手機與蘋果iPhone手機是屬於正面交鋒,或是具有相互拉台效果,我們認為,HTC Touch領先於iPhone的推出,不僅為宏達電在智慧型手機自有品牌上建立了與全球一線廠商相互較勁的先機,也讓我們看到宏達電矢志建立智慧型手機自有品牌跨出了成功第一步。

本系列文章我們將從不同觀點初步討論宏達電品牌之路,特別是在最近的HTC Touch手機上。

首先我們從商標觀點看宏達電品牌佈局。在先前文章中,見【台灣專利、商標與網址檢索系統介紹與演練】,我們多次介紹微笑曲線與智慧財產權關係,基本上微笑曲線左端為研發,表徵在智慧財產權上為全球專利佈局,微笑曲線右端為品牌,表徵在智慧財產權上為全球商標與網址佈局。基於此,瞭解企業於各國商標佈局為品牌發展之先前指標。

本文標題是一個有趣的問題,究竟阿福機是該稱作「宏達電Touch機」或是「宏達電HTC Touch機」?且待我們慢慢推論與說明。

表一為宏達電中華民國商標佈局,可以發現到2007年7月4日止,宏達電共申請23個商標,其中「hTc TOUCH」、「TOUCH」、「TouchFLO」、TOUCHNOLOGY」、「MOGUL」、「ADVANTAGE」、「SHIFT」、「RollR」、「JOGGR」等9個尚未核准通過。

由圖二商標圖形初步整理,與參考資料[2]比對後可以發現,先前Advantage、MTeoR、Shift與TyTN等都是單獨以該名稱所申請商標。換言之Advantage與Shift機分別可稱為「宏達電Advantage機」或「宏達電Shift機」,其中Advantage與Shift分別為宏達電所申請之商標名。

從表一也可發現,宏達電第一次同時申請了「hTc TOUCH」與「TOUCH」兩商標,因此在台灣(因為商標亦為屬地主義),不論你稱為「宏達電Touch機」或是「宏達電HTC Touch機」都可以,然而,但是這個命名方法走到國際時,卻出現了問題,其中在美國與澳洲為最。

表二為「hTc TOUCH」、「TOUCH」、「TouchFLO」、「TOUCHNOLOGY」等四個商標於台灣、歐洲、美國與澳洲之佈局,其中「hTc TOUCH」與「TOUCH」阿福機商標名,「TouchFLO」、「TOUCHNOLOGY」為宏達電因應阿福機所發展之觸控式技術所申請商標(需注意蘋果iPhone使用之Multi-Touch技術並未有商標)。由表可觀察出兩特點,其一,四個商標均以第9類為主要商標類別,而產品多為行動電話與行動運算設備為主;其二,「TOUCH」商標在美國與澳洲並未申請商標。推究其原因乃是,美國與澳洲之「TOUCH」均被TOUCHCORP公司所申請了。因此,在美國與澳洲地區,可能要稱為「宏達電HTC Touch機」而非「宏達電Touch機」了。

此外,由宏達電官方網站相關資訊顯示,「HTC Touch」應該才是宏達電所要主打的商標,因為不僅新聞稿中均以「HTC Touch」為名,連手機官方網站也都主打「HTC Touch」(見http://www.htctouch.com),亦即,「宏達電HTC Touch機」才是本問題標準答案。

最後,上述推論重點不在於「Touch機」或「HTC Touch 機」哪一個才是真正答案。陳述重點在於,一個要致力於品牌行銷的公司,除了許多商品設計與行銷通路等有形資產佈局外,也需要注意無形資產議題。也唯有結合有形與無形,結合研發與品牌,方能創造一個全新消費品牌,而這些功課都是一個想要經營品牌的公司需要持續弩力與累積的。 (1393字 ; 表2 ; 圖2)

參考資料:

  • http://udn.com/
  • http://www.htc.com/product/03-products.htm#pda
  • http://www.touchnetworks.com.au/index.html
  • http://www.htctouch.com

 
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