Launch of iPhone and HTC Dream in Singapore
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.