On April 3, 2012, the US Patent & Trademark Office published an update to Google's application for a certification mark related to their "Google Trusted Store" program. The update notifies the public that Google's mark has now passed the publication & issues review stage; a sign that the mark could be approved by the time summer rolls around. Today's report specifically covers Google's application for the "Trusted Store" mark while providing a basic overview of what Google's program is all about.
Google's Application In-Part for an eCommerce Certification Mark for Google Trusted Store.
The Certificate Mark Logo for Google Trusted Store
Google Files Certification Mark for "Google Trusted Stores" under International Class B
Google's application is for a Certified Mark. The following is from Google's application regarding International Class B:
Google requests registration of the Certification Mark identified above in the United States Patent and Trademark Office on the Principal Register established by the Act of July 5, 1946 (15 U.S.C. Section 1051 et seq.), as amended, for the following:
International Class B: provides information on the delivery record and number of issues consumers have with the e-commerce site vendor displaying the certification mark; assists consumers in resolving issues with the e-commerce vendor site displaying the certification mark.
Applicant is exercising legitimate control over the use of the certification mark in commerce on or in connection with the above-identified goods/services. (15 U.S.C. Sections 1051(a) and 1054). Applicant is not engaged in the production or marketing of the goods or services to which the mark is applied. Applicant submits with this form a COPY OF STANDARDS the applicant uses to determine whether goods and/or services will be certified.
In International Class B, the mark was first used by persons authorized by the applicant, at least as early as 10/03/2011, and first used in commerce by persons authorized by the applicant at early as 10/03/2011, and is now in use in such commerce.
One of Google's Documents to the USPTO about Google's Trusted Store Certification Mark
Google's USPTO Specimen for "Trusted Store" Mark
Google Trusted Store Video
For more information, visit Google's Trusted Store website.
Slow Adoption and Headwinds will Eventually be Overcome
It should be pointed out that at this point in time, the Trusted Store program which is closely associated with Google's electronic Wallet application, is experiencing slow adoption. But any technology this new is bound to experience some headwind.
Once Apple steps into the ring, the public will begin to feel the pressure from both tech giants to start using their smartphones as electronic wallets. Yet I think it's going to take all three market sectors to work in concert to get this massive project off the ground: The Tech, Financial and Retail sectors.
It's going to take a huge incentive-based ad campaign to get the public to want to make the switch from cash, debit and credit cards to the iWallet. There's a lot hesitancy towards the iWallet in the market today and it's going to take a lot more than Google alone to pull this off.
Yet at the end of the day, we all know that the public's objections will fall by the wayside one at time; it's just a matter of time.
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