On September 1, 2015, the USPTO began a pilot program that allows trademark holders to amend the identification of goods and services in their trademark registrations where the underlying subject matter remains unchanged, but evolving technology has changed the manner or medium in which the mark holder provides the products or services. Thus, if the requirements of the program are met, a mark holder need not re-apply to register its mark or lose the protection of registration. Mark holders, therefore, would do well to review their portfolios to determine whether they can and should take advantage of this program.
