Such initiatives seek to exploit the fact that smart electronic devices are a part of our everyday lives, and many companies are now creating and launching their own applications to expand their accessibility to consumers. An Application or also known as an “App” is essentially a software programme developed for smart devices (phones or tablets).

It is a common trend that companies are now providing their services and even products through mobile applications. However, with this new selling tool companies are faced with new challenges as to their trademark protection and enforcement strategies. In this article we are going to highlight the basic steps to be undertaken when protecting and enforcing trademarks in the smart environment.