Digital inbox players go postal over names

Australia Post fails in court takedown of new rival

Australia Post has failed to convince the Federal Court that aspirant rival Digital Post Australia has a dodgy name.

The monopoly letter provider last week unveiled a plan to provide a digital inbox and cloud storage for bills and personal documents. Digital Post Australia had done so a few days earlier.

Australia Post has since rolled out extensive advertising for the new service and, as part of its efforts to nip competition in the bud promote the service, tried to prevent Digital Post Australia from using that name until its service is operating or at least being trialled.

The Federal Court all-but-laughed that argument out of court yesterday, saying Australia Post has a weak case. Chris Round, a Partner of Middletons Lawyers, which acted for Digital Post Australia, crowed that “This is a great first step for Digital Post Australia in its fight with Australia Post regarding the use of the name Digital Post Australia for its new service.”

On the same topic. ITWire reports that Australia Post will use Pitney Bowes' Volly product to power its service.

While El Reg readers may find the notion of a digital inbox or managed online vault a little passé, the rapid legal action suggests that this market may be a hot one. So we'll keep an eye on it. ®