LONDON: Entertainment electronics major Sony Corporation is cracking the whip. It is preparing for a legal battle in the U.K. against what it describes as illegal importers and sellers of its much sought-after PlayStation Portable (PSP) gadget ahead of the official September European launch of the product.
Sony had delayed the European launch of the device as it was not able to meet demands in the Japanese and U.S. markets. However, several online traders have been able to import the gadgets from either Japan or the U.S. and offer these to the enthusiasts in Britain at a substantial premium price.
Sony has actually issued notices to such online traders asking them to cease and desist from doing this business as their activity amounts to "infringing" on Sony's trademark.
A Sony representative said, "The law is clear, and the activity of parallel importing of PSP products from the U.S./Japan is unlawful. It should be clearly understood that under no circumstances does Sony Computer Entertainment consent to such activities."
The online traders seem to be taking the issue on their stride. Maybe the demand for PSPs is too high so that the stakes involved are huge or maybe legally Sony may be handicapped in initiating effective action. For example, one such trader, ElectricBirdLand reacted to the notice saying Sony does not own the PSP trademark in Britain. It is actually registered in the name of a little known Bristol IT and design firm called Owtanet Ltd.
Dan Morelle, managing director of ElectricBirdLand said, "We are not trying to belittle the Sony brand or damage any future sales as demand for the product is so great. All we offer is the one thing Sony has failed to do, and that is to give the customer exactly what they want, when they want it."
He said Sony's failure to secure the trademark may cause further delays in the launch of the product in Europe or lead to re-branding of the product.
However, other online traders are stunted by Sony's action. One such retailer, MBA Technology, said it has stopped selling the product after receiving the notice.
The PSP plays video games, music and films on one console. It is a big hit in the U.S. and Japan and is expected to be available in Europe sometime in September.
