Instagram urged to reconsider new app name 'Bolt'

Instagram have announced a new app, similar to Snapchat, where users can send images which the receiver can only see for a limited amount of time.  The smartphone app is called 'Bolt' and is currently being trialed in New Zealand, South Africa and Singapore.

However, a smaller technology company has urged Instagram to reconsider the name as it clashes with theirs.  The CEO (Andrew Benton) of the firm, which has developed an app which can make phone calls via 3G connection, is quoted by the BBC as saying:

"We've worked really hard... building the Bolt brand and technology to where it is today. Please don't destroy all that effort.

"I know you haven't forgotten how hard it is to build something from nothing. And not just technology, but a brand and distinct identity for yourself."

"We don't want a legal battle over this, and we think it's not too late for you to consider an alternate name before launch,"

He also said that he'd be happy to share previously brainstormed names.

The real confusion here, however, should be why Instagram is releasing this type of app when Facebook has already launched one.  Facebook owns Instagram and so it seems as if the company may end up owning two apps competing against eachother.  Though this may work to their advantage if they have any hopes of knocking Snapchat from the podium- something they will find very difficult.

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