We realize that crazy names for digital startups are fashionable. The reasoning is that a weird word sticks in your memory and if it catches on, the recognition factor can be priceless. Google, anyone?

On the other hand, funky names can be a disadvantage if they are also disagreeable or hard to pronounce, particularly if you’ve created a product that you are hoping will supplant the sonorous and aptly named Kindle. That’s why, for example, we’re skeptical that the world is going to beat a path to a gadget called the Flepia. Discussing color e-book readers we recently wrote:

It’s hard to take an e-book named Flepia seriously. First of all, no one knows if it’s Fleh-pia or Flee-pia (it’s Fleh, I’m reliably told). Second of all, “Flepia” sounds like one of those junk fishes hauled up with a tuna catch.

The Flepia is made by Fujitsu, and if anything would induce us to utter the word “Flepia” aloud at the sales counter of an electronics store it’s the fact that it’s the first full-color commercial e-book reader. But it would still be embarrassing.

Another Japanese e-book reader named by a marketing genius with a tin ear is Panasonic’s WordsGear. It too is in living color, and comes in at half of the intimidating $1000 price of the Flepia. But it’s hard to see myself reading a book on something called a WordsGear.

The Japanese don’t have a monopoly on inept nomenclature for e-book readers. From a UK outfit called Interead comes the Cool-er. It boasts a number of advantages over the competition, among them price (at $250, it’s a third cheaper than Kindle and Sony) and weight. “The Cool-er weighs 5.6 ounces – compared to 10 oz of the Sony Reader and 10.2 oz of the Amazon Kindle 2,” writes Priya Ganapati for Wired.com’s Engadget. “That means the Cool-er is nearly 40 percent lighter than its biggest competitors.”

It also comes in eight colors. But does that make it a color reader? No, just the frames are colored. The text is good old black and white E-ink. Which brings us to the name. Aren’t consumers going to be confused by a b&w reader that sounds like “Col-or”? Or is it supposed to suggest the device is cool. Do you pronounce the word like the refrigerated water dispenser commonly found in business offices? Or do you come to a full glottal stop, thus: Cool. Er. No matter how you say it, it’s awkward, cacophonous and meaningless.

The dark horse in the Dumb Name Derby is the e-reader developed by Plastic Logic. Despite its imminent release it still doesn’t have a name. Because of its thin, flexible design – you can roll it up like a scroll – it is a keenly anticipated device. But what will it be named?

One hopes that the company’s management will learn from the unfortunates described here and give us a name we can utter joyously and proudly. Or how about a name we can utter at all.

RC

A kaiju is marching from Japan to the West, and the Kindle, Sony and other black and white e-book readers are in danger of being trampled. Call the monster Colorzilla.

For instance…

We recently wondered whether Rupert Murdoch was “ready to get e-ink on his fingers.” It increasingly looks like he is, and what’s more it will be colored ink. Gizmodo’s John Herman reports that “Rupert Murdoch, News Corp potentate and noted evil person, yesterday announced his company is ‘investing in a new device that has a bigger screen [than the Kindle], [and] four colors,’ adding, “THE KINDLE MUST PERISH.”

We agree with Herman’s observation that “We’ll have to wait and see on this one, but probably not for too long – this is a guy who, for better or for worse, means what he says – and the Kindle is begging for some decent competition.” (The Informer’s headline was, Rupert Murdoch Investing In a Mysterious Color eBook Reader [It Runs On Human Blood]).

Why, you may ask, do we need color to read black type on a white page? Because, as we pointed out a while back (Watching Books), text displayed on a screen – even a bullet-paced thriller – can be boring to a generation of readers raised on color-saturated television and computer screens. Served up with color ads or videos, even dry textbooks will hold our attention. And don’t forget the new hybrids slouching toward your screen called vlogs and vooks – dramatized blogs and stories utilizing the full arsenal of modern media.

In the last year or two the push for a color e-reader screen has intensified. The first across the finish line was the Fujitsu Flepia which, despite its intimidating price ($1000) showed us the potential for books nestled in color.

At half the price is the Panasonic WordsGear. As reviewed on Technabob:

The WordsGear offers an amazingly sharp 5.6-inch TFT display with a 1024×600 pixel resolution (that’s about 211 pixels per inch.) This means reading small type should be no problem, and easy on the eyes. Thanks to a special touch sensitive grip, it’s designed to be controlled with a single hand, so you can even use it while standing up on the train or bus.

Since the display isn’t one of those electrostatic ones, it can also handle moving images, and cam play MPEG4 video clips. There’s also AAC and WMA audio playback, and you can listen to your tunes while reading. Content is stored on SD cards, providing plenty of expandability. The rechargeable battery should give you about 6 hours of reading on a single charge.

There’s a huge catalog of e-books for the device (all in Japanese, though) available from Saidoku. From what I can tell, you can load up your own PDF documents so you won’t be limited to Japanese content.

It’s worth clicking on the Panasonic WordsGear to see the video. Didn’t understand a syllable but it’s great fun. And that’s the point – color is fun! Even, paradoxically, black-on-white text.

I wonder if the Japanese devices have been compromised by lousy names. It’s hard to take an e-book named Flepia seriously. First of all, no one knows if it’s Fleh-pia or Flee-pia (it’s Fleh, I’m reliably told). Second of all, “Flepia” sounds like one of those junk fishes hauled up with a tuna catch. And WordsGear? Can you see yourself boasting about reading a book on your WordsGear?

No wonder Kindle is enjoying so much success. Whether or not it’s a great e-book reader, it sounds like one.

RC