Help me choose a company name (UWB radio tech product)

33 posts in this topic

I'm going to form a new company. In Ireland. 

 

The product is a UWB tester. Currently the main aspect of my tester is that it simulates distance. Because that is what UWB measures. It does this by choosing a set of cables of various lengths for the signal to run through. These cables tend to come in multiples of inches. And since one inch is 25,4mm also multiples of 100mm. I find it easier to think in inches because of cable choices but there are three kinds of inches.

 

If a light year or light seconds is a measure of distance. Then a light inch is a measure of time. The time taken for light to travel 1 inch. This is 0.254/c = 85ps or 85 trillionths of a second.

 

But electricity doesn't travel as fast as light. About 2/3 light speed in a cable, and 1/2 light speed on a PCB (printed circuit board) So a cable inch is about 127ps and a PCB inch about 170ps. 

 

So what to call the company

  1. "Uwbtest". Describes the company's first product very well which is often a bad idea. I own the domain uwbtest.com
  2. "Light Inch". Cool name and it is my fundamental unit of time.
  3. "Quantum Inch" Anything with quantum in it rocks
  4. "Time Lords" Well the tester is a very limited time machine. It delays things by trillionths and billionths of a second. The BBC might have something to say. In fact I've Emailed them but no answer yet.
  5. "Mad Axe" Frankly that was an after thought.

 

And thoughts? Feedback

 

Below is a picture of the "time machine" ehhmmm tester. And some technical blurb I wrote.

 

tester.jpg.4caa6e7ed12fccacdc02975ae148a

 

Quote

UWB (Ultra Wide Band) is a very new technology that allows two UWB chips to range which means to measure the distance between themselves up to about 30m to an accuracy of about 100mm. It has applications in automotive passive keyless entry where the car always "knows" where the key is and thus makes unlock door and allow engine start decisions. And it has applications in indoor location/navigation where GPS doesn't work.

Similar to GPS on a physically much much smaller scale location is determined by measuring the distance between the tag (car key or mobile phone) and anchors in known locations. The world leader in UWB for location is Decawave in Dublin, and NDAs prevent me giving any details on automotive players.

The product I'm developing is a UWB tester, both to validate chips fresh from the foundry and to assist in developing more complex location/navigation applications e.g. in airports, exhibitions, shopping malls etc. ETSI (European Telecommunications Standards Institute) will also be defining testcases for interoperability this year and we shall strive to be the platform on which these testcases run.

 

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UVB applications.

 

Then when your business develops you can step up a second level of branding  with keywords that direct your potentail customers to your product.

 

UVB test

UVB validate

etc.

 

UVB applications is proud to launch UVB test.

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picoSec, femptoSec are also canditates.

 

A pico second is 1 trillionth of a second, and a femto second 1 thousand of that.

 

A light picosecond is 0.3 mm. The kind of resolution aiming for in phase 2. 

 

And picosec sounds like picoSex...

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Maybe consider what your customers would search for if they were interested in your products/services, and then something alone those lines.

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Indeed. Many financial decision makers may be taking a recommendation from a technical specialist and may also want to do some basic market research themselves based on the recommendstion. A name that is not self explanatory to the layman could be offputting. A name that is easy to misstype is also offputting. 

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Yes I want to base the company in Ireland because coroporate administration is reasonably light, tax is low and I'm feeling mildly patriotic. Ireland raised and educated me and got relatively little back, so if the company is successful there is Ireland's ROI.

 

Since I own the domain uwbtest.com and uwbtest is the product that would seem to be the boring decision. But most companies do not boringly describe what they do. Then again German companies often just use the founder's last name. 

 

There are a few Inches in Ireland. How about

 

Light Inch Ltd

Nora's bar

Inch strand

Co Clare

 

However I have the balls rolling for UWB test. in Limerick.

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On 6/14/2019, 12:10:55, MadAxeMurderer said:

Since I own the domain uwbtest.com

 

Ah, come on, man.  Don't leave us hanging like this.

Screen Shot 2019-06-15 at 16.45.26.png

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Well it does seem to be settling into uwbtest out of sheer intertia.

 

I did buy two Tardis models from Amazon so I can see how it would look sticking the bits inside a Tardis. 

 

How about VLTM?

Very Limited Time Machines

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I spent the midsummer weekend at a lakeside cottage with among others someone who runs a successful game company. We performed our duty and honoured the ancient Finnish Gods by getting outrageously drunk and jumping naked in the lake. Not necessarily in that order

midpost.png.31f1a2333eb6ce704a39dfb16542

Taken at about 00:30

 

The gamer CEO's advice: It's a boring company and thus deserves a boring name. uwbtest is appropriately boring. I had also told him the story that when I Emailed a company making UWB modules from the domain uwbtest.com to ask a few technical questions, the VP sales rang me the next day to ask what exactly I was doing and how it could be of interest to them.

 

It's a great weight lifted from my mind having a successful CEO explain that the name makes sense.

 

He also has a knack for names: "stupid stupid games" and "mental airbag"

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On 6/17/2019, 9:55:47, MadAxeMurderer said:

Well it does seem to be settling into uwbtest out of sheer intertia.

How about VLTM?

Very Limited Time Machines

 

 

1. good you've got the uwbtest domain name already (or at least one of them...) how about the social media usernames that would correspond?  If not, move on.

 

2. Nobody likes paying for it, and many people think "I'm a small business, it won't matter", but consider a trademark clearance search before starting to invest time and money in building awareness for your business name.  (a) can you use the name without someone successfully objecting to your use? and  (b) can you expect to protect the name?    And yes, this would have to be done jurisdiction by jurisdiction, that's just how it is.  (the EU is one jurisdiction)

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18 minutes ago, DoubleDTown said:

consider a trademark clearance search

This is cheap, easy and sensible...and, may help give you some pointers as to a suitable company name.

So, if you look on the EU database of trade marks https://euipo.europa.eu/eSearch/#details/trademarks/017180126 you can play around with different potential company names. As you'll see from the search attached, UWB was an abandoned application which could have covered services like yours.

There's probably a good reason why it was abandoned. From a legal branding perspective, it would be best to avoid UWB testing as a company name for a company which offers UWB testing. A simple google search for UWB shows that the term "UWB" is a common description for Ultra Wide Band/bandwidth.

So...five years down the road, and your company is doing great business. So much so, that another unscrupulous company decides it fancies some of that business. It calls itself UWB Checker. You try to bring a claim due to your lovely new trade mark, only to be told that UWB is "descriptive" and as such, the trade mark is unenforceable (for any IP smart ar$es out there, I've made that example purely due to trade marks, I accept that under Irish law there may be an issue of passing off).

For what it's worth, I prefer Light Inch. 

 

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