Mobile Talk

Have you heard of FlashMob? A day when a group of people does silly things like stop and stare at the sky for a short while and then disperse to different directions all of a sudden. Or the case when a group of people search for something on the ground for a good 5 minutes and before finding the item, disperse to different directions. Like KL Freeze in Unison held on 13 April 2008? One carrier in United States used this concept to its advantage creating one of the most talked about and viral advertisement in the whole world. In my humble opinion, this could be one of the most out of the world and talked about campaign ever done by any brand.

In this ad, 400 dancers were hired to create a synchronized dancing where starting from just a few people dancing to a tune blasted in a Liverpool train station to a total of 400 people dancing to the tune. Throughout the whole video, you can see a lot of people capturing photos using their mobile phones (as this is an impromptu situation where most people might not have brought their digital camera but a good enough and enticing enough reason to capture a photo). This benefits T-Mobile as being the largest carrier in United States, most people would have used a T-Mobile phone under their phone contract to capture those photos. This is effective in promoting T-Mobile’s large range of mobile phones with high megapixels in capturing a cannot be missed moments. The best part is wondering how much virality this is going to generate esp those who have took those photos or videos and sent them through MMS as proof of what happened and later only to find out that this is a marketing gimmick by T-Mobile. I saw this ad when I was researching on T-Mobile and the YouTube video has such high traffic that I could see the link as the top three links after searching from Google. Up to today, the video uploaded on YouTube has more than 8,809,443 views and is still being distributed through various sites. A day later, my friend sent me the link to view the same video and I was glad I saw it first The point is the virality something like this can create.

Ingenius and out of the box! An advertisement that will be talked about all over the world and made a name for T-Mobile with the motto “Life’s for Sharing”.

When you are a great brand, you will have little problem creating hype for new launches of your products especially when you already have loyal followers. To increase the chances that the launch of your new product is successful, you need make sure your target has an affinity with your brand or product.

Apple is one of those brands with great brand advocacy. Any owner of a Mac will definitely wants to own an iPhone and is probably already the proud owner of an iPod. Despite this, the biggest challenge of a great brand is also to ensure the same hype and success can be created for the launch of each and every new product of theirs. Microsoft experienced a great challenge launching their X-Box after the launch of a fantastically great product in the form of Wii by Nintendo. Nokia meanwhile has been launching countless of new phones just to be overshadowed by other handset brands like LG and Apple that has more impressive products. So, how does Apple go about launching their new iPhone in new countries like Singapore? Today, we will look at the launch of 2 huge brands in the world through their new phones called iPhone by Apple and HTC Dream by Google, both being launched by Singtel, the largest operator in Singapore.

Singtel launched iPhone on 22 August 2008 through a huge event that started from the stroke of midnight. The keyword for the whole event being ‘experience‘. They created an experience so amazing that one would be proud to own an iPhone as it gives you a sneak peak into what would have been a great experience from start to finish. The lead up to the event was emails being sent to the VIPs and highest ARPU users as well as the longest serving Singtel user. Once the recipient registers to purchase the phone on the actual launch day, they will receive an invitation to attend the launch event on the 22 August 2008 (when the date was officially announced). The first person in the queue would have waited in line since 5pm or so and the queue just kept building up. At the stroke of midnight, fireworks were heard throughout the night. This created a big bang to the event (and a big budget!). As the customers who queue up gets chauffeured into the special room that was decorated with bow ties, etc in groups, the rest were kept entertained and occupied as they are brought to a different section of the room where they can see the features of the iPhone and learn how to use the iPhone through digitised screens and personalised customer service personnels. They are also served finger food while waiting. It was customer service and a full-fledged experience at its best. Subscribers who did not stand a chance to obtain their iPhone on the launch date can still purchase them over the counter while stocks last.

Another brand that did the same method of allowing an open platform so that developers can build their own applications to be used on the phone is Google. Personally, I feel the walled garden concept adopted by operators all over the world except Japan and Korea is now a thing of the past. That was how Japan managed to created such a dynamic and thriving mobile industry and I hope Apple and Google will set the path for this to happen to the rest of the world. I was astounded when I found out that the youngest person who developed an application for iPhone is 9-years old! It is with this intention that Google created an open mobile platform called Android which allows one to access their marketplace of applications developed through an open SDK. The first phone to be launched with this Android platform is HTC Dream and the first country in Asia to launch this phone is none other than Singapore through Singtel again.

The launch of HTC Dream was held on 21 Feb 2009 and the media event was held one day before. It was a small event with not as big a fanfare as iPhone (due to the lower budget and simple nature of Google?). SingTel is collaborating with local application developers to introduce innovative Android applications that meet lifestyle needs of mobile users here. For example, one of the local Android apps that users can use on their HTC Dream is SG SavvyShopper. Simply scan the barcode of a product using the phone’s camera and the app will search and display the prices of the product sold in other outlets in Singapore. Google says that all its Android apps in Singapore will be free of charge!There will definitely be more applications like these in the future but while we anticipate the launch of both iPhone and HTC Dream in Malaysia, I would like to stress that both these brands have done me proud for their efficient marketing strategies. They have created incredible brand advocacy by being consistent, relevant and unique.

What is the hype with iPhone? When Singtel announces it’s launch of iPhone this 22 August (the first operator to bring this phone into Singapore), I least expected that people would line up to get the phone just to be the first few to lay their hands on an iPhone. There was a queue to get the phone hours before the 12am launch time and finally one boy became the first person to get it at the stroke of midnight for his girlfriend.

Least that I expect that I will be one of them in the queue to get the phone too since I am not a Singtel subscriber. So, today, I found myself joining the crowd and became a proud owner of the ‘I Got iPhone’ handbag as I signed up a Singtel line (iOne Plus) just to get the phone at SGD848 for a friend in Malaysia who found out that Singtel is the only operator that did not sim locked the device. A bit pricier than United States but Singapore is the closest place to get this phone.

After toying it with the phone for a while, I realised why I for one will not consider buying this phone. One is the inability to switch sim cards easily as one has to poke a hole at the top before opening the sim container. Without the needle, my sim card is as good as stuck on the phone, reason why it made sense for US and Australia operators to sim lock the device. Singtel meanwhile did not take the trouble to do so thus making the device usable on any numbers, encouraging even non-Singtel numbers to get the phone. The battery is non-removable making the task of replacing batteries one that can only be done by sending the phone to a service centres.

The phone is only 2 mega-pixels and the photo quality seem to be quite blurry especially when comparing with Sony Ericsson’s 5 megapixel phones. Videos cannot be recorded using this phone and MMS cannot be sent. Not of high priority but will be good to have on a phone.

However, the phone does win my approval in terms of the incredible touch screen that allows websites to be browsed fully across it’s large screen and zoomed easily using the touch of fingers. This means loads of YouTube that can be easily viewed clearly through this screen. The GPS features are also good allowing its users to search for location and be pinpointed it’s location when they are lost. Last but not least is the phones easy integration to iTunes allowing one to download as many songs as they want into the 8GB or 16GB memory. I also liked the phones’ repository of applications that allows users to read iBooks, play games and install productivity softwares.

I am still not convinced to buy an iPhone but owning one for a short while today made me hip and happening especially when I can show off the sleek interface and thin structure of the phone. The buyers are buying its brand, not its functions as I am sure a lot of its functions can be improved. An iMac or iPod owner will most likely get it due to brand loyalty, something Apple has successfully done to the people of the world. Those who did not own iMac wil get this as a status symbol and to make themselves look good. All in all, Apple has done a good job branding their products with quality to boot. A good move by Apple is to open it’s API for the development of more applications to be downloaded onto iPhone making it one of the phones where designers and programmers will grow to like and there will be more things for consumers to try on their iPhone. I for one would enjoy free applications on my phone. It is no wonder the line to get this phone has not stopped since day one.

- From http://www.openhandsetalliance.com entitled ‘If I Had a Magic Phone’

I am proud to say at least Google adhered to the concept of ‘Never Reinvent the Wheel’. And with so many big names to collaborate and back them up in this effort, they might stand a better chance in beating veterans like Nokia and SonyEricsson with their long running Symbian OS and some Windows Mobile OS.

Finally, an effort that takes consumers’ and retailers’ welfare into mind by creating less platforms and OS for us to worry about so that applications can be shared and significantly lower the cost of developing and distributing mobile devices and services. What consumers will get will potentially be seamless access to search engines and Internet on mobile phones, more applications to be downloaded and easier to use interfaces. Application developers will be freed from the walled garden concept in which only operators control what the users sees and uses thus lowering the cost of data charges (fingers crossed!).

To me, this is better news for the mobile market compared to the launch of another funky, sophisticated Nokia N95 with many megapixels camera (I lost count!) with embedded GPS software or another sleek phone built for the fashion-minded phone like LG Shine or Prada (aren’t handphones meant to be carried to talk?!). This will just create a better ecosystem for the whole mobile community from carriers to retailers to consumers. Except maybe for Nokia, SE, LG and Samsung but who cares about them if all they care about is squeezing more money from the consumers while tempting them to think about how beautiful their non-functional phone is.

Google has yet again done a good job. Now, I hope this is more than a big fat hype. So, if you have a say, what would be your magic phone?

If you want to celebrate New Year with a bang, celebrate it with your favourite and most creative handset manufacturer, Nokia in 5 cities, 5 nations, 5 languages. Celebrating New Year transcends global borders and one can virtually celebrate the New Year with their relatives or friends even when they are kms apart by using the power of handphone and technology. So, join in the fun in welcoming the New Year by joining Nokia and MSN in celebrating their 5 cities, 1 party event located in Hong Kong, Mumbai, Berlin, Rio and New York. Just choose the city you want to go and let your ‘hair’ not handphone down. Dance to tunes from artistes all over the world like Hacken Lee, Rihanna, Atomic Kitten, Black Eyed Peas and Ludicrius.

So how does Nokia benefit from sponsoring an event like this? They get people to use their live video streaming to view the same event, different artistes and ambience in other cities, reason why it has to happen simultaneously in so many places. This besides the fact that they get numerous brand placing all over the world.

They are also selling various New Year products like videos, wallpapers, ringtones, animations and Java games to let you decorate your phone so that you can show off to your friends when you see them during the New Year. One of them including a Java Countdown Clock. I wonder if you can use the clock after the New Year or can only use them minutes before the New Year arrives.

Lastly is their contest in which people are encouraged to send in videos or MMS of them and friends celebrating the New Year to stand a chance to win a Nokia Music Experience in Nokia Theatre in New York. Just a good way to force people to buy Nokia handsets as they might be able to tell if the MMS or video do not come from a Nokia handset. So, jump in and enjoy. It is the New Year anyway.

HAVE A NOKIA NEW YEAR!

Motorola is on a roll. After rolling out the latest Motorola RAZR that introduced the world’s thinnest phone, as well as co-branding it with Dolce & Gabbana to inject some glamour into the phone, it is now rolling another phone based on aesthetics. A phone so aesthetically beautiful that the cover reflects using a mirror like metallic finish called MOTOKRZR. Motorola must be thinking humans are such shallow creatures where looks supercedes everything else. Pretty impressive looking I must say but to spend on something that looks goood without depth, hmm…I gotta think twice.

This is followed by LG who have started feeding us with chocolates from black to white chocolates. Am I hearing almond or hazelnut chocolates in the vicinity. Creative but no susbstance again.

The next aesthetics phone in the market is none other than the high-end Vertu meant for the minorities, meaning the rich and richer. The phone has a concierge button that gives you immediate access to Vertu’s Concierge service. As the user of the phone are definitely high-flyers and jet-setters, it comes with WorldMate software to keep track of flights, different time-zones and currency rates. Would love to get my hands on one of this one day.
At least Nokia is trying to add more functions into their latest phones by introducing widgets which provide immediate access to information for everything from RSS feeds to blog posts to photo-uploading sites on their Nokia handsets. Using WidSets, a platform available for Java MIDP 2.0 phones and is completely manufacturer and browser independent, Nokia has filled the library with a rather large variety of options to add to your phone. With this new feature, the use of Mobile Internet will be easier as only relevant information will be presented on the phone compared to browsing wapsites on the small screens of the phone.

Last but not least, Sony Ericsson has thought of this one step further with the inclusion of a built-in blogging capability to publish and distribute information over mobile phones with built-in recording, mixing, and coding technology; local, and global connectivity. Such mobile publishing capabilities allow users to start creating their own contents and even advertising in the future. With such advanced features, it is no wonder why Sony Ericsson remains to be my still favourite handset manufacturer.

Last but not least, if you want to find out more about the latest handset strategies by talking to experts in the field, attend this conference in San Diego, US. Wish I can be there too.

I have always liked SonyEricsson for its superb functionality and storage space, Nokia for its user-friendliness and Samsung for its surreal graphics. So, how about Motorola? People call Motorola “Mo Tak Lo La” – a Chinese proverb for “Not Able to Make It” but as the stock performance today shows, Motorola has risen up from its graveyard and has become the cool handset to own. Now, Motorola is known for churning out handsets with great aesthetics with the launch of Motorola RAZR phones, but I doubt they can win in functionality and user-friendliness.

Despite not an advocate of aesthetics (I am 100% not shallow :P), I have to commend Motorola for rising from the impossible thanks to the vision of their veteran Motorola engineer named Roger Jellicoe. When hopes were down due to Motorola’s market share beaten by Nokia’s candybar handset design, Jellicoe dreamed up the idea of creating the thinnest handset during a beer drinking session among Motorola colleagues. (Beer induces creativity after all, more the reason to drink alcohol now

With persistence and the help of his fellow mates in a secret project not to be revealed even to colleagues in Motorola, they managed to create the world’s thinnest handset with various challenges from trying to sacrifice features like Caller ID display that will take up space on the handset to increasing the measurement to allow the phone to remain comfortable on consumers’ palm. With increased budget of 50 million to promote the phone to the extent of giving them for free to celebrities to don them during the Acdemy Awards (which I remain to concur as the greatest walking advertisements in the world) and collaborating with Dolce & Gabanna & MTV to up the ante in their glamour factor, their marketing strategy proved fruitful esp with improvements in their stock market prices and increase in profit by 48% to $1.38 billion compared to Nokia’s profit increase of 43%. 51.9 million Motorola phones were sold during this quarter with sales driven by the Razr phone. proving that people are still suckers for new phone concepts, proven by the effort by Samsung to create the world’smallest phones the size of credit cards. Will this fly? You never know, as I never expected Motorola’s concept to work along with incredible marketing & branding efforts.

Perhaps if you come up with the world’s most transparent or invisible phone, this phone might sell. After all, there are more superficial people in this world than I expected. This story tells us that nothing is impossible to rise from the dumps if you have the right team to work with the right spirit & goals.