Feeds

Brits develop streetwalking PC

Stick it on your desk and get on the job

  • alert
  • submit to reddit

The essential guide to IT transformation

We at El Reg are always on the lookout for exciting technological innovations, so we're absolutely delighted to flag the very latest example of cutting-edge touchscreen kit - the PUTA from London-based Atacama.

Here's what the blurb has to say:

The PUTA is the world’s simplest computer to own and operate. You can hang it on a wall, place on a desktop or mount on an arm above your workspace. Clean, sleek and contemporary in design it is the perfect solution for providing elegant computer access. There are no cables, the keyboard and mouse are wireless and the screen responds instantaneously to touch input. Simple and intuitive to operate, this is a state of the art, powerful computer that is whisper quiet in operation. A comprehensive options list means that you can configure the system exactly as you require it. Just select what you need and we will build a system to match your requirements. The PUTA is an entirely new concept in touchscreen information systems - powerful, scaleable and ready to use straight out of the box.

Yes, we're certain that the PUTA responds instantaneously to touch input and is simple and intuitive to operate. It's also handy that it's ready to use straight out of the box, especially in Spain where discerning punters will be expecting to get immediately hands-on with their chosen PUTA.

This is because PUTA means "whore" in Spanish, and Atacama - given that it is named after a Chilean desert - ought to be ashamed of this branding gaffe. We can see the Iberian advertising campaign now: "Get close-up and personal with your very own PUTA".

Atacama's streetwalking PC is, of course, not the first time a company has failed to legislate against linguistic howlers. Spanish speakers take great delight in reading Nivea as "ni vea" (don't even look) and the Chevy Nova as "no va" (doesn't go). The Mitsubishi Pajero caused much merriment in Argentina, where you could be the proud owner of the latest "Wanker" and as for the Ford Pinto's Brazilian debut, well, punters decided that cruising the streets in a "small dick" was more than the Latin male psyche could stand. In the latter case, Ford quickly decided to change the name to "Corcel", and we suggest that Atacama adopts a similar strategy before unleashing its pan-European marketing campaign. ®

Related stories

Fuji gives photographers the two-finger salute
Capgemini succumbs to rebranding madness
Corel in transcendental makeover

Boost IT visibility and business value

More from The Register

next story
Drunkards warned: If you can't walk in a straight line, don't shop online, you fool!
Put it away boys. Cover them up ladies. Your credit cards, we mean
Yes, but what are your plans if a DRAGON attacks?
Local UK gov outs most ridiculous FoI requests...
Cops baffled by riddle of CHICKEN who crossed ROAD
'Officers were unable to determine Chicken's intent'
Murder accused DIDN'T ask Siri 'how to hide my roommate'
US court hears of cached browser image - not actual request
Why your mum was WRONG about whiffy tattooed people
They're a future source of RENEWABLE ENERGY
Chomp that sausage: Brits just LOVE scoffing a Full Monty
Sales of traditional brekkie foods soar as hungry folk get their mitts greasy
Nuts to your poncey hipster coffees, I want a TESLA ELECTRO-CAFE
Examining the frothy disconnect in indie cafe culture
prev story

Whitepapers

Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 10 endpoint backup mistakes
Avoid the ten endpoint backup mistakes to ensure that your critical corporate data is protected and end user productivity is improved.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Reg Reader Research: SaaS based Email and Office Productivity Tools
Read this Reg reader report which provides advice and guidance for SMBs towards the use of SaaS based email and Office productivity tools.