An IM-service call "ASAP"

Business Week reports on the troublesome start of MySpace in China. Rupert Murdoch's social network site faces much domestic competition and has not yet much localized content to offer. A telling "miscommunication":

On June 13, Luo Chuan, chief executive of MySpace China, told reporters in Shanghai that the new Chinese version of News Corp.'s (NWS) popular social-etworking site aims to launch an instant messaging (IM) service "as soon as possible." Local scribes took him at his word. The Chinese media began reporting that MySpace China was calling its new IM product "ASAP." MySpace China quickly issued a clarification explaining that the company had not actually decided on a name yet and cited a communication failure for the mistake.

ASAP would be an excellent name, illustrating the urgency IM has over e-mail. It would be an English word game, that is true.