Editorial Board

Mr. Max

Theodore C. Max

Partner, Sheppard, Mullin, Richter & Hampton LLP

Theodore C. Max is a partner at global law firm Sheppard, Mullin, Richter & Hampton in New York, where he co-leads the firm’s Fashion, Apparel and Beauty group. He focuses on intellectual property protection and litigation, advertising and media consultation and clearance, and transactional and licensing matters. Mr. Max combines his skill and experience as a trial attorney with his knowledge of copyright, trademark and intellectual property law in servicing the firm's diverse clientele. Mr. Max has counseled clients on and litigated numerous cases involving issues on the cutting edge of copyright and trademark law. He has assisted clients in identifying, protecting and preserving their intellectual property assets, including seeking registration of rights in the United States and internationally and taking action against infringements of copyrights, trademarks and trade dress. He also has experience developing and implementing anti-counterfeiting programs and pursuing civil and criminal enforcement remedies. Mr. Max has actively litigated intellectual property issues, as well as licensing and franchise disputes, and the rights of publicity and privacy. He successfully has represented clients in all types of civil litigation, including alternate dispute resolution proceedings and mediation, trials and appeals. He has counseled representatives of some of the world's finest designers of fashion apparel and accessories with respect to protecting and protecting as well as monetizing the value of their intellectual property. He also has extensive experience in litigating commercial disputes in New York state and federal courts. He has been recognized as an Intellectual Property Star by Managing Intellectual Property in 2015, a Leading Trademark Professional by World Trademark Review in 2015 and by Legal 500 with respect to Intellectual Property, Media and Advertising, Legal 500, and a New York Super Lawyer for Intellectual Property Litigation by Super Lawyers, 2008-2015. .

Mr. Max can be contacted at 212.653.8702 or tmax@sheppardmullin.com

Coming up in January 2018...

Mobile Technology: Relentless Innovation

Technology has become a crucial component in attracting and retaining hotel guests, and the need to enhance a guest’s technology experience is driving a relentless pace of innovation. To meet and exceed guest expectations, 54% of hotels will spend more on technology in 2018, and mobile solutions in particular will top the list of capital investments. Many hotels are integrating mobile booking, mobile keys, mobile payments and mobile check-in into their operations. Other hotels are emphasizing the in-room experience, boosting bandwidth and upgrading flat screen TVs to more easily interface with guest mobile devices. And though not yet mainstream, there are many exciting technology developments on the near horizon. The Internet of Things (loT) is taking form in some places, and can be found in guest room control systems, voice activation systems, and in wearable sensors that can be used for access and payment options. Virtual reality headsets are available at some hotels so guests can enjoy virtual trips to exotic locations or if off-property, preview conference facilities and guest rooms. How long will it be before a hotel employs a fleet of robots for room service, or utilizes a hologram as a concierge, or installs gesture-controlled walls that feature interactive digital displays? Some hotels are already using augmented reality for translation services, or interactive wall maps, or even virtual décor. This pace of innovation is challenging property owners and brands to stay on top of the latest technology trends while still addressing current projects. The January Hotel Business Review will explore what some hotels are doing to maximize their opportunities in the mobile technology space.