Brits develop streetwalking PC

Stick it on your desk and get on the job

By Lester Haines, 8th September 2004

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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. ®