My point was you can use trademark as a tool to keep someone from co-opting your exact name if you are not there. For example, I'm not in Windows Phone Market,

My point was you can use trademark as a tool to keep someone from co-opting your exact name if you are not there. For example, I'm not in Windows Phone Market, but I have been able to have someone who used my App's name pulled from market by MSFT because of my registered trademark. As an entrepreneur, I'm not sure you can do anything about folks trying to compete with you (similar name, similar function), you just have to have a differentiated advantage where folks prefer you to knock-offs. But most folks won't try to copy your name until you are popular and there is a reason to clone you, and attempt to glean off your popularity.