OnePlus to ditch Dash Charge name after Amazon’s successful appeal?

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• A OnePlus trademark application for the Dash Charge name has been rejected in the European Union.
• The rejection came after Amazon and earphone brand Bragi opposed the filing.
• OnePlus is still using the Dash Charge name in the Indian market for now.

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One of the best things about the OnePlus 6 and prior models has been the Dash Charge functionality, OnePlus' take on fast charging technology. The Chinese company is moving away from the name though, owing to a trademark ruling against the company.

The term wasn't used during the main OnePlus 6 launch event, while Dash Charge cables are now called "fast charge" cables on the European and North American websites, Android Police reported. However, the Indian launch saw the term "Dash Charge" used, while the Indian website also lists "Dash" cables.

Nevertheless, OnePlus told the outlet that it had filed a trademark application for Dash Charge in the U.S. and EU back in 2016. The EU's Intellectual Property Office (EUIPO) rejected the application earlier this year, it has emerged.

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Both Amazon and audio company Bragi opposed the trademark in 2016, the EUIPO listing shows. In Amazon's case, the company has Dash Buttons and a Dash Replenishment service. The Amazon products, first launched in 2015, allow users to order a pre-defined item with a button press.

Meanwhile, Bragi has the Dash family of wireless earphones, first launched in 2016. These offer integrated storage, fitness-tracking, and the Bragi OS platform. In other words, the opposition to OnePlus doesn't seem to come from so-called patent trolls.

Where to now for Dash Charge?

The EUIPO concluded that Dash Charge should "be considered to be similar" to Amazon's Dash products and Bragi's trademarks. The office added that there was a "likelihood of confusion."

OnePlus can still legally use the Dash Charge name, but its hopes of actually owning the term in the European Union are now dashed (heh). So the safer option would be to opt for the generic "fast charging" name now or switch to a brand new name that can be protected.

Then again, Dash Charge is actually licensed from parent company Oppo. The larger brand calls the solution VOOC charging, so OnePlus might have a new name already.

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