What do you call a miniature notebook computer that is designed specifically for accessing the internet? A Netbook. That’s the term that has been in use by the computer industry for the last couple of years and it’s a perfect fit. Just like “Desktop”, “Laptop”, and “Notebook”, it is a generic term, not a brand name, used by everyone, owned by no one. The Dell Inspiron Mini 10, Lenovo IdeaPad S10, Asus Eee PC, and HP Mini 1000 are all examples of Netbooks and the new class of computers, which are generally under 10” in size and less than $600 in price, are quickly rocketing in popularity, so much so that one company has emerged to claim that the term Netbook belongs to them and that they should be compensated for its wide use.

Psion Teklogix, whose headquarters are in Mississauga, Ontario, claim that they own the term Netbook and have been aggressively pursuing legal means to defend their claim. In the late 1990’s they produced a line of computers using the name “netBook”, but are no longer manufacturing or marketing products under that name, leading to a fierce legal battle between themselves and representatives of the computer industry, including chip manufacturer Intel who was among the first to put the term in use. The generic nature of the current use of “netbook” combined with an uncertainty as to when Psion Teklogix last officially used it as a product name has lead to a legal battle that could take years to be resolved.

In the meantime there are companies like LG Canada who are ready to launch their next miniature notebook and are now wondering aloud what to call it. Is it possible to come up with a replacement term? They’re currently asking everyone for suggestions. They’ve even asked me.

The LG X120, temporarily known as the Whatchamacallit 

This week I met with Dianne Dawe and Shawn Snobelen, marketing sales managers at LG, who explained to me that for the launch of their upcoming LG X120 mini notebook computer, they will have to choose a different descriptive term in order to avoid being dragged into the current legal woe, a frustration as the term “Netbook” has become so well ingrained into the vocabulary of consumers that many are likely to overlook a product that doesn’t identify itself as being one.

LG Canada’s solution is to use the problem itself as a marketing campaign. They have launched a website, http://lg.ca/whatchamacallit/ where they are asking the public to submit and vote on suggested replacement names. Since the site first went live during Fashionweek in Toronto, it has received a number of entries, many humourous in nature (Colbert is among the most voted), and many that seem better suited as a marketing name for the LG X120 rather than as a generic term for the computer category (LGirly, LG-licious), but according to Dianne Dawe that’s both expected and fine. They plan to look through the entries for both possible marketing names and a replacement for “Netbook”.

Although they have built an advertising campaign around it, Dawe and Snobelen insist they are quite serious in their search for a solution and have been meeting with bloggers and industry insiders to stimulate thought on the matter.

Like many of the users on their website, my first ideas were less than serious. “Annette Book”, “Netronimicon”, and “Puter” is what I first jotted down. It’s a very difficult task, I’ve come to realize. There’s something about the word Netbook that makes it an intuitive fit. Not only is it short and to the point, but it has a very generic feel to it, having itself been born from two other generic terms, “internet” and “notebook”.

“Ultra-mobile PC”, “Mini Notebook”, “Portal PC”, “Web Sherpa”, none of these feel right and it’s my suspicion that, regardless of what happens in the courts, of whether a ruling prevents manufacturers from using the word on their packaging or documentation, that the word will continue to be used by consumers, geeks, and bloggers alike. The English language tends to be its own force, evolving without much regard for the rules created by others and it may just be the case that the term Netbook has already settled into permanent use, something that no Cease and Desist letter, from Psion Teklogix or any other company, is bound to change.