How Wireless 1 Trade Mark Registration Helped Avoid a Business Crisis - Case Study

In 2005, Tuong and David embarked on a business venture, launching WIRELESS 1, a company specialising in computing and networking products. Registering their company name with the Australian Securities and Investments Commission, they believed they had secured all necessary protections to use and promote their brand.

However, as their business expanded from a single physical store to a robust online presence, the absence of a registered trademark left them vulnerable

Binh Rey

When Tuong and David launched their business in 2005, selling computing and networking products under the brand name WIRELESS 1.

They assumed that registering their company name WIRELESS 1 PTY LTD, which was approved by the Australian Securities and Investments Commission (ASIC), gave them sufficient protection and the right to use and promote the brand name in the marketplace. In hindsight, they found this to be incorrect. Wireless 1, was launched with just a company name and domain registration.

As WIRELESS 1 grew from one physical store to an online e-commerce site, further building its reputation and client base reach, they did so without trade mark registration consideration.

In 2018, during a review of their assets, their business advisor found out they didn't own a trade mark. He stressed the vulnerability of their business without it and urged them to register the brand as a trademark.

How Wireless 1's Trademark Journey Saved Their Business

Despite initial reluctance stemming from 13 years of trading without a trademark, and having not encountered any issues.

They did follow their advisor's recommendation and applied for trademark protection in Australia. Their application succeeded, and they received a trademark certificate, which they filed away without much thought. It would be six years later before they realised the significance of the trade mark registration.

In 2024, problems arose when customers started contacting them about products they had paid for via their website - interestingly, products that WIRELESS 1 did not sell. The situation escalated when angry customers turned up to the WIRELESS 1's retail premises, demanding products they believed they had purchased.

Upon investigating, Tuong and David discovered the shocking truth: a duplicate website had been created on the net replicating the WIRELESS 1's official page, including the logo, colour scheme, and even images and videos.

They immediately reached out to Google, Facebook, and the Police, only to be informed that they would be powerless to assist without a trademark registration for their brand name, Wireless 1.

Luckily, they did own the trademark for their brand and were able to request Google to remove the fake website from search engine results and Facebook to take down the offending page. The Police Cybercrime Squad was able to request ''Centrihost'' to take down the fake website altogether.

Tuong and David wanted to share their story, hoping it would serve as a cautionary tale for other business owners. The relatively low cost of a ten-year trademark registration is a small price to pay for the peace of mind it offers.

They believe every business owner should have trade mark registration to protect their continuous use of their brand name, therefore securing their reputation and future success.

Key takeaways from case study:

  • A company name or business name does not give you the legal rights to the brand name, only a trade mark registration does.
  • Without a trade mark registration, authorities and social media platforms cannot help in taking down fake websites or content.

About Wireless 1

WIRELESS 1 is one of Australia's leading online computer stores, offering the latest laptops, gaming peripherals, audio accessories, smart home devices, and a wide range of enterprise networking products at competitive prices. Sourced from local suppliers, WIRELESS 1 products adhere to high Australian quality standards, ensuring top-notch offerings at the best prices.