Category: marketing

Back in May, I wanted to write about Hop-On and their $10 mobile phone. However, one of my blogmates on the blog I was writing on at the time beat me to the punch. Good thing, as it appears this handset may not really exist.

Pat Phelan has been trying to connect with Hop-On for over a year to, presumably, get signed up to distribute the thing. Pat Phelan claims that both phone numbers were disconnected and emails to them go unanswered. While I did get a PBX that answered the phone (sorry, Pat), I have no reason to test their email system out.

Pat Phelan called out a number of bloggers that wrote about Hop-On basically regurgitating their press release without doing any investigation. While I can’t claim I’ve never done that before, in this case, all one has to do is apply a bit of critical thinking skills.

While I currently work for the largest mobile phone manufacturer in the world, I don’t do a whole lot with phones. However, I’ve done some research on what it costs to make mobile phones–just in terms of raw materials. Based on the confidential information I’ve come cross, I would call into question the ability for Hop-On–or any company–to make a phone that sells for $10 and makes a profit without some kind of subsidy.

Most bloggers don’t have access to that kind of information. Instead, let’s just look at a comparable product, say an extra handset for your wireless phone system in your house. For all intents and purposes, they use similar materials: plastic casing, a speaker, a microphone, a battery, some kind of PC board and electronics to drive it, and some kind of radio. Some kind of LCD screen is optional. Retail price: while it varies based on a number of factors, these handsets can be had for as little as $25, though it is generally more.

The two functional differences between a handset for your home phone and a mobile phone handset are: the size–mobile phones are usually smaller–and the radio used. My horse sense tells me that the cost differential of the radio is probably negligable, but making a phone smaller does increase the cost.

And then, of course, there is the small issue of manufacturing enough of them that the cost of production is low. Nokia has cranked out 200 million of the Nokia 1100 series phones, and the price has not come anywhere near $10–except when it is subsidized by Tracfone and similar carriers.

No matter how I look at this, something just doesn’t add up. While I’m not exactly calling Hop-On a bunch of shysters trying to sell me a bridge, I am highly skeptical of their claims that they are able to make a $10 phone. All we’ve seen from this company are press releases. I don’t think any actual product has shipped.

But of course, Hop-On isn’t the point of this story. The point is: far too many bloggers don’t do their homework. They simply take statements–or press releases–at face value without thinking it through. And no matter how I approach this Hop-On thing, I just can’t help but think something doesn’t add up.

Now, if the Hop-On folks want to prove me (or Pat Phelan) wrong, by all means, do it. We’ll be the first to admit we were wrong. What about the rest of you bloggers out there?

Andy Abramson wrote a nice piece on how Twitter might make money. Advertising is certainly one way for Twitter to make money, though I will admit it shouldn’t be the only way. Changes are, you’ve received a “tip” as part of your tweet like so:

Who is to say instead of a tip, there couldn’t be an ad there? Surely, there’s at least some money in that. Or what about Google ads on the web and mobile versions of Twitter? Again, it’s not a lot, but surely it’s more than they’re doing now.

Of course, this isn’t the point of the post. I am more interested in how Twitter might be used by others for advertising.

Now let’s be clear about something. You can’t use Twitter in the same way that you can use a lot of other mediums. It’s not really a wide broadcast. It’s more of a micro broadcast to your followers. There’s no guarantee that they will read or respond to it, given the relative noise level on any given Twitter followers.

The trick, therefore, is, getting people to follow you and then engaging your audience. No small feat, but certainly possible if you are, say, a presidential candidate, or advertising a popular TV show. Or maybe a rock musician.

Some examples of this I’ve seen include:

• Actors being “in character” for their roles in a movie/TV show
• Advertising relevant events to followers (e.g. recording at X time at Y venue, free service)
• Bloggers advertise their latest posts (I’ve done this, but I also automatically send my posts to the phoneboyblog user on Twitter)

Who’s to say that you couldn’t execute some viral marketing on Twitter? Given how quickly Amber Alerts have spread all over Twitter, it certainly seems like it’s possible

Customer service of sorts happens over Twitter. I know I’ve vented about Boingo on Twitter and they’ve done a good job of monitoring for problems and fixing them. The Comcast Cares account on Twitter is another fine example.

I also wonder if Twitter itself could be a form of entertainment. Could a made-up drama of sorts play out over Twitter, complete with product placement?

What are some ways that Twitter could be used in or for advertising?

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Image via Wikipedia

If you want to hear the (non) answer to this question, check out this interview with Bill Plummer, who is a Vice President in Nokia Americas (seek to 38:40 for the interview). But if you’re not interested in doing so, here’s the summary:

• Nokia had 47 different models in the marketplace in 2007, serving a wide range of consumers.
• In 4Q 2007, Nokia was shipping 1.5 million phones a day.
• Nokia had the vision 3 years ago when releasing the Nseries devices, everyone else is now catching up.
• Nokia welcomes the competition, it’s good for consumers.
• Mobile network operators want to offer a wider range of handsets to meet consumer’s demand for more “converged” devices.
• The Nokia N95 was aimed at early adopters–people known for setting trends that change the market.

While those are all nice facts, it didn’t directly answer the question of why. The short answer: Nokia needs to get to get better at working with the carriers in North America, who (in my opinion) exercise too much control over the mobile market in both the U.S. and Canada. I’ve seen some improvements in that area in my limited exposure to these areas working for Nokia, but we can always get better.

The other thing that needs to happen? A stronger push for “unlocked” devices, as in making devices available in physical stores like Best Buy and Office Depot. Then again, I’ve been saying that for a while now.

Via Darla Mack

Got this amusing email from the folks behind openatownrisk.com:

I am writing from Nokia HQ with news: we have defeated corporate censorship! The most insane video ever produced is now online. If you visit www.openatownrisk.com you can view the clip, but only if you’re worthy enough to break the code.

Thanks to continued pressure in the name of all that is right and honest, all accusations of “intent to publish content driving people insane” have been dropped by The Supreme Court. Consumer rights and freedom of choice have proved victorious; the prerogative to unhinge your mind has been restored.

This victory has been no easy win however. We have engaged the bureaucrats in battle and refused to bow to their pressure to ensure that you have the right to view this clip. Thank you for all your support, it was your hearts and desires that we took into the theatre of war.

Now that the video is available, we trust that you will treat it with the respect and caution such footage demands. Symptoms relating to insanity have been witnessed even in those who have set eyes on nothing more than the original celluloid. You have been warned.

Click here and start your journey to insanity…
http://www.openatownrisk.com

Did whoever sent out this email realize I already broke the seals and watched the video you should not see? Of course, it was a mass mailing, likely executed without weeding out those who might have solved it. Either way, if you haven’t done it yet, open at your own risk, and maybe win a T-shirt if you’re one of the first to do it.

After a bit of mucking about with the content in “The Box” on Download! on my Nokia N95 and interacting with the proper version of openatowrisk.com, I was able to break all four seals on the game. Surprisingly, it didn’t take me long to do. The weird clip is truly weird, but it will take more than this clip to drive me insane

Theoretically, it says I won a limited edition T-shirt. Wonder if my status as a Nokia employee makes me ineligible. Certainly the shirt won’t fit me, thanks to my horizontal challenges, but maybe someone else will want it?

PR is not for sissies. Never has been, never will be. Good PR, at least, has always been around building relationships. While it used to be a PR person only had to get in with a few people, now with the blogosphere, you have to get in with some bloggers.

I agree largely with Jeff Pulver’s post on the subject of how to pitch to him. It’s not just about spamming bloggers and hope they cover you, it’s about getting to know them. With that in mind, here’s my “how to pitch” list:

• Read my about page
• Read my blogs, yes I write on a lot of blogs (see the list on the right sidebar)
• Join the conversation on my blog
• Follow me on Twitter, Jaiku, or one of several social networks, replying to something I say
  
• Send me an email (mentioned on my about page), introduce yourself, ask me a question

PR firms who have done this well don’t waste my time and know what to pitch me. You know what? More often than not, I write about their clients. Andy Abramson‘s firm Comunicano is the king of this so far, though smarter PR firms are starting to employ similar tactics with similar results.

If you’ve been following the Nokia-related blogosphere, you’ve undoubtedly heard about the site openatownrisk.com. Supposedly, something big was to be published on 7/7/2008 though this site. Instead, we see what appears to be some sort of cease and desist letter.

While I’m certainly not authorized to speak on behalf of Nokia in this matter, I suspect this is all part of the “virtal marketing” game that is being played. This weird takedown notice of sorts is obviously faked.

However, maybe someone can have a look in their Download! app on their Nokia phone to see if they can find anything unusual or strange? I don’t see anything, but I’m a bloody American, and we all know Download! gets the shaft here.

I present the text from the meta tags of the current page on openatownrisk.com:

Hundreds of years ago, scientists, artists and members of Royal families gathered to produce a clip of grand weirdness. A clip stranger and more amazing than anything that had ever been made before. But the clip turned out too weird! People went mad from seeing it and it was too much for the common man to handle. Thus the clip was locked away, in a mysterious box with four seals. The knowledge of how to break the seals has been passed down from one generation to another, hidden within the technological masterpieces of history. Edison’s light bulb, the Wright Brothers’ airplane and Apollo 11 all held the secret of unlocking the box. A secret that can now be found within Nokia Download service, allowing the public – you,  to find the key to break the seals. And see…the weirdest clip. Ever made…