The Estonian telecommunications company AS Eesti Telefon has decided to change its name and, now called Elion, rise from the ashes of its monopolistic past. The telephone conglomerate has expanded its operations into new information technologies and intends to consolidate all its businesses under a single name to maintain its leadership in the IT market. Out of 72 candidates, Elion emerged victorious due to its easy and pleasant pronunciation and its mystical connotation: it is one of the synonyms for God in the Old Testament. The first scandal arose with the news that just a month ago, a limited company that rents videotapes in an obscure town was registered under that name.
The purchase of the trademark generated all sorts of speculation: information leaks, etc. It seems that good names are in short supply, since Elion SA, a Catalan automated systems company active for over 40 years, registered this name in the EU in 1998, where Estonia intends to join in May 2004. This company has threatened the Estonian company with legal action if the latter does not retract the divine epithet, which must begin to be used in August.
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