專利情報：宏達電（上）：Touch機或是HTC Touch 機？

■ 宏達電（上）：Touch機或是HTC Touch 機？

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」。

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)

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

關鍵字：品牌經營、商標、宏達電HTC Touch機

(科技產業資訊室-- David 編撰)

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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本中心【專利情報服務】專利分析與技術發展趨勢分析（http://cdnet.stpi.org.tw/techroom/services/pat_serv.htm）。

【熱點專輯】前瞻、新興或熱門的產業技術及市場資訊

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	缺	缺	缺	缺
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


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