The Treachery of Names

Would any other smell as sweet?

We changed the name of the company today. The geeks formerly known as Qwaq are now Teleplace.

I like it. Qwaq was a kind of goofy Google/Twitter/Yahoo sort of thing into which you could project whatever you wanted. At first it was (theoretically) just as plausible that something would be made for kids as for companies. But the Qwaq named didn’t really play well. It was too empty a vessel — not suggestive of anything we did. Even our friends spelled it wrong. I often told people it was the corner letters of their keyboard, but they tended to just tilt their head at me like a confused dog. We have a great set of photos in the office of David, Andreas, and the gang discussing potential names with Alan Kay. “Oink? No. Too obvious.” Anyway, now we’re respectable, and the name suggests something about what we do.

Oh, and the new client is out, too.

And the new server.

Off to sleep.

About Stearns

Howard Stearns works at High Fidelity, Inc., creating the metaverse. Mr. Stearns has a quarter century experience in systems engineering, applications consulting, and management of advanced software technologies. He was the technical lead of University of Wisconsin's Croquet project, an ambitious project convened by computing pioneer Alan Kay to transform collaboration through 3D graphics and real-time, persistent shared spaces. The CAD integration products Mr. Stearns created for expert system pioneer ICAD set the market standard through IPO and acquisition by Oracle. The embedded systems he wrote helped transform the industrial diamond market. In the early 2000s, Mr. Stearns was named Technology Strategist for Curl, the only startup founded by WWW pioneer Tim Berners-Lee. An expert on programming languages and operating systems, Mr. Stearns created the Eclipse commercial Common Lisp programming implementation. Mr. Stearns has two degrees from M.I.T., and has directed family businesses in early childhood education and publishing.

One Comment

  1. I never understood how Qwaq would be branded, Teleplace makes so much more sense.

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