(Continued)

However, Mel Bohse, managing director of the Australian division of search advertising giant Overture, was last Friday quietly confident about the company's prospects of competing with Sensis.

Bohse said her company, which plans to launch its own local content search service before the end of the year, was ready to compete with Sensis "head-to-head" and even left clues it may leverage one of Sensis' pre-existing offline competitors.

On Wednesday, citing superior legal rights to the "Googles" name in the children's arena, Googles, a children's website, has filed legal and trademark proceedings against Google, the search engine giant.

The filing challenges the registration of Google Inc.'s mark GOOGLE for children's and other products, email services and search engine.

In two separate actions, Googles, operated by Stelor Productions Inc., filed a notice of opposition to a trademark application for the mark GOOGLE for a long list of "Google" goods and services, including children's books, stickers and children's clothing.

It also separately filed a petition to cancel an existing registration for the mark GOOGLE for email and search engine services. In both proceedings, Googles has asserted that consumers are and will continue to be confused, with the use of the search engine's GOOGLE mark for goods and services targeted for children.

Since its startup, Googles has worked to develop story lines around its "Googles from Goo" alien characters, games, music recordings and other elements to expand its web presence.

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