Opinion ID: 669095
Heading Depth: 3
Heading Rank: 3

Heading: Similarity of Services and Manner of Marketing Services

Text: 29
30 The greater the similarity between the products and services, the greater the likelihood of confusion. Exxon Corp. v. Texas Motor Exch., 628 F.2d 500, 505 (5th Cir.1980). The district court found that reasonable jurors could conclude only that the services offered through the cards are substantially different, pointing out that the UMC cards are used primarily to obtain cash from ATMs with the additional ability to make certain retail debit purchases and to access selected insurance products, whereas the AT & T Universal Card is a credit card used primarily to make long-distance telephone calls and retail purchases with the additional benefit of obtaining cash from ATMs. We find this distinction to be overly technical for purposes of the likelihood of confusion test. The services offered through the cards are similar even though technical differences exist as to their manner of operation and primary purpose. Both cards can be used to obtain cash at ATMs, both can be used to make selected retail purchases, and both can be used to access selected insurance benefits. Nevertheless, though this factor weighs in UMC's favor, it carries little weight in light of the fact that the marks themselves are strikingly dissimilar. 31
32 AT & T has spent millions of dollars advertising and promoting the AT & T Universal Card directly to the public through a variety of media sources. In contrast, UMC currently does not advertise directly to the public. Rather, UMC markets its services primarily to financial institutions who, in turn, market cards to their own account-holders. The district court concluded, and we agree, that these significant differences in the parties' methods of advertising curtail the possibility of confusion. See Victory Pipe Craftsmen, Inc. v. Faberge, Inc., 582 F.Supp. 551, 558 (N.D.Ill.1984). 33 UMC nevertheless contends that a genuine factual issue exists because both cards are distributed by sponsoring banks through the mail with accompanying promotional materials which explain the accessible services and methods of use. Though both cards are issued by a sponsoring bank, the distribution process cannot be said to create confusion in this case. Someone desiring an AT & T Universal Card must first seek out and consciously select AT & T as the card provider. Thus, AT & T customers are aware that they are receiving an AT & T card. Someone desiring a UMC card may only receive a card if he or she has an account at a financial institution that is affiliated with UMC. Thus, UMC cardholders are not given the impression that they are receiving a UMC card, but rather a particular financial institution's ATM card. In the end, the fact that the sponsoring bank may send both cards in the mail with documentation is irrelevant.