On-demand telecoms service and equipment provider Nuvio is suing GPS maven Garmin for trademark infringement. The suit, filed with the U.S. District Court of Kansas, alleges that by naming its new hybrid GPS/cell phone device the "Nuvifone," Garmin infringes on Nuvio trademarks.

"Our customers commonly refer to our service as the Nuvio phone," Nuvio CEO Jason Talley said in a statement.

According to TWICE, Nuvio didn't want to go the lawsuit route, but attempts to work something out with Garmin, including sending it a cease-and-desist letter, failed.

Nuvio is seeking damages for the infringement and is asking for a permanent injunction to keep Garmin from using "Nuvi" in any product names.