The name of an incoming Facebook app strikes where startup Bolt has already struck -- at its name.
While Bolt is based on different model than the ephemeral messing utility Facebook was said to be preparing to launch, Bolt says its name is not up for grabs and asks the social media company to come up with a new moniker for its photo-messaging app.
Like newly released Slingshot and the Poke app before it, the latest Facebook app, a spin off of Instagram, was said to be aimed at competing with SnapChat. The unannounced Facebook app was said to be named "Bolt," a name already taken by a company whose software seeks to replace native phone apps on mobile devices.
Bolt CEO Andrew Benton released a message to Instagram on his company's blog, after attempting to contact both Facebook and Instagram "through multiple channels."
"We know it's a great name, because we chose it last year when we set out to build a better mobile voice and messaging experience," stated Benton on his blog. "We've worked really hard since then building the Bolt brand and technology to where it is today. Please don't destroy all that effort."
In the blog post, Benton asked Instagram to recall what it was like to be a small company and the difficulties a startup faces when attempting to establish a brand. He also said potential users of Facebook's latest ephemeral app have left app stores disappointed, after downloading his app when they expected to receive the Instagram spin-off.
Bolt has no intention of competing with the Instagram spin-off, according to Benton, but the company has to protect the footing it has established.
"We've been using the Bolt name in the mobile messaging market for a year, and technically we have to 'police our mark,' otherwise we risk losing it," stated Benton. "We don't want a legal battle over this, and we think it's not too late for you to consider an alternate name before launch. I have a whole list of names we brainstormed last May that I'd be happy to share."
Similar to the brief appearance Slingshot made in app stores, before being pulled for some work under the hood, an ad for Facebook's "Bolt" flashed briefly in marketplaces. Right now, the app dead-ends in the Google Play store.
Bolt's flash and naming conflict may be a viral ad campaign, if one theory of the incident proves true. In any case, the naming controversy has gifted both companies publicity.
