One 2 One has slapped a writ against rival Cellnet, over the branding of the latter's new prepayment service, called 'U, It's Your Call'.
One 2 One accuses its mobile phone competitor of "passing off" U as its own pay as you go service, Up 2 You.
A Cellnet spokesperson said: "The branding of U is quite distinct. We completely reject the claims and will continue selling the service. This is a tactical move while One 2 One thinks about what it wants to do."
A statement from One 2 One says: "The name 'Up 2 You' is recognised as being part of One 2 One's service offering and its distinctive branding revolves around the use of the word 'You' together with a '2' on a purple background, in comparison with Cellnet's 'U' branding on a purple thumb print."
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