MediaTek has announced a new motto, Everyday Genius, to serve as their new branding motif. To help highlight this new marketing direction, MediaTek took the opportunity during MWC 2014 to announce a new quad-core chipset aimed at devices in the “super-mid market” as they describe it. The MT6732 will be a 64-bit processor that will compete with the Qualcomm Snapdragon 410 64-bit chipset. » Read the rest
A new report from Korean news source Chosun gives a little back story on the name of Google’s latest smartphone, the Nexus 5. According to sources, LG pushed on Google to name the device the Nexus G in a nod to the device’s connection to the LG G2 smartphone which the Nexus 5 is loosely based on. LG apparently suggested to Google that Samsung was provided with this kind of consideration when they produced Nexus devices, the Nexus S and the Galaxy Nexus. Google resisted and eventually denied the request from LG, opting to stick with Nexus 5.
The report does not indicate when these discussions took place or when the final decision to go with Nexus 5 was made by Google. It could be Google wanted to stick with Nexus 5 as both a recognition of the smartphone’s position as fifth in line as well as in connection with Android 5.0. For much of the past year, many thought the next version of Android after 4.3 was going to be the 5.0 version going by the Key Lime Pie moniker. It would have made sense to have Android 5.0 running on a Nexus 5 from a marketing standpoint. As we all know, that changed when Google partnered with KitKat for naming rights to the operating system, although it is not clear whether the current version was really going to be 5.0 or was always on the path to being the Android 4.4 that we are all trying to get our hands on.
At the end of the day, LG lost out on the opportunity to make a subtle connection between Google’s success with the Nexus line and their own flagship devices marketed under the “G” name.
Qualcomm may be producing one of the most advanced chips for mobile devices on the market today, but that doesn’t mean they can’t combine modern technology with some old school videography to produce a unique way to show off the power of their chips. Their most recent example is a slow motion rig that utilizes 130 HTC One smarphones mounted on a circular track dubbed “The Ultimate Smartphone Photobooth” to produce a “bullet time” slow-mo effect. » Read the rest
HTC has reported their Vice President and head of Global PR, Corporate and Internal Communications, Lorain Wong is leaving the company only four months after joining HTC. Wong indicated she was resigning for personal reasons, but will remain as a consultant for three to four months according to her boss, Chief Marketing Officer Ben Ho. Wong joins a growing list of HTC execs to have left the company recently, including two others from the PR team over the course of the past two years. Prior to joining HTC, Wong had worked with Asia Global Crossing where she helped rebrand the company into Pacnet, as well as AT&T and CBS Evening News.
According to an interview with HTC Chairwoman Cher Wang two weeks ago at APEC, an event that Wong attended, HTC is preparing to refine its marketing message over the next few months. Whether refinement or an overhaul is needed, whatever initiatives are undertaken will probably not be helped by Wong’s departure.
You may be aware that Samsung has been spending more on marketing lately than they have on research and development. Their latest video released to YouTube is another example of how that strategy is playing out. The 5-minute video titled “Hi Hey Hello” is based on a song by the same name from The Chicharones and follows the budding romance of a young couple. Director Joseph Kahn clearly had a directive from Samsung in producing the video – highlight the Samsung Galaxy S 4. He does this by putting the device in the hands of male lead who uses many of Samsung’s latest features like Dual Shot, Smart Pause, Drama Shot, Sound & Shot, Air Gesture, and Group Play/Share Music to attract his female lead’s attention. You can check out the video, which includes astronauts, after the break. » Read the rest
With AT&T set to add the LG Optimus G Pro to their portfolio starting May 10th, LG is getting on the event bandwagon for their latest flagship device to hit the U.S. shores with a Share the Genius event on May 1st. The event will take place in New York City and is headlined by indie music group Atlas Genius. The LG Optimus G Pro will be entering the market up against the HTC One and Samsung Galaxy S 4 so any buzz they can generate to help show that they too are a player in the top end of the smartphone market will help.
HTC has already been pretty clear that they’re going to put their best marketing foot forward with the HTC One to help boost sales. We’ve seen some commercials for the One, but now we’re hearing that HTC’s marketing campaign will include “Live Experience Tours” in several cities in the US. These stops will include pop up shops to demonstrate the key features of the HTC One, like BlinkFeed, Zoe, and BoomSound. HTC wants to show you that the One is “everything your phone isn’t.” Very
arrogant confident marketing slogan.
In addition to the showrooms for the One, BoomSound lounges will begin popping up in locations starting today. The showrooms won’t hit until April 11th, but they’ll be up for around three months, so you’ll have plenty of time to check it out. HTC is also planning a few tie-in shows to their BoomSound lounges and showrooms with some performances by popular artists in certain locations; Pharrell in New York, Grouplove in Chicago and Manchester Orchestra in Los Angeles. HTC is definitely pulling out all the stops to try to kick this phone off right.
Hopefully HTC will see some significant returns from a marketing blitz of this scale, because I’m sure it’s not cheap. Hit the break for the full press release. » Read the rest
Even though HTC has recently been engaged in a bit of guerrilla marketing directed at Samsung, some help for the sinking smartphone manufacturer is on its way thanks to Qualcomm. Citing HTC’s close partnership with Qualcomm and their willingness to be one of the first manufacturers to adopt the new Snapdragon 600 quad-core processor, Qualcomm has agreed to produce some advertising films that highlight the HTC One. The choice to highlight the HTC device was made even though other devices from LG and Samsung use the same chip. The promotional videos will be presented during the Game Developers Conference 2013 according to Shen Jin, vice president for Qualcomm Greater China.
This partnership between HTC and Qualcomm should help HTC a bit with their bottom-line as they can shift some advertising costs off their books. The major benefit though will result from increased interest in the HTC One due to this selection, which HTC hopes will translate into greater sales. Although this move doesn’t display the antagonistic nature of some more recent HTC moves, it is consistent with what appears to be a new strategy to expand their marketing reach.
HTC certainly has one heck of a smartphone that the world is anticipating, but it’s up to the marketing chief to ensure that the masses recognize not just what the HTC One is, but how HTC as a whole can get its groove back. That’s why its marketing chief Benjamin Ho took some time to answer some of the ever-growing concerns that we here in the Android world are thinking and pondering about. In regards to why the One smartphone is delayed, Ho stresses that “there is some shortage, because the phone’s camera was designed specifically for us, and production cannot be ramped up so quickly”, which confirms what we have heard before.
As far as it goes with its marketing strategy, HTC appears to be pulling no stops either. Ho highlights that HTC has “a lot of innovations but we haven’t been loud enough”. What this will mean is the fact that HTC will be much more bold with its promotions and marketing of its devices and the features of its devices. It certainly didn’t take long for the brand to be bold too, considering it launched a full-fledged attack against Samsung during its flagship announcement which also included a pretty clever “#theNextBigFlop” Twitter campaign.
Looks like HTC is finally moving from being “quietly brilliant” to being boldly brilliant— which may be a good thing of course.
source: Wall Street Journal
We’ve seen how big of an impact marketing can make a product, especially from the king of the Android pile, Samsung. And if there’s one thing Motorola and Google could use to sell a few more Moto smartphones, it’s some juiced up marketing. Guy Kawasaki, known for his excellent work done with Apple, has joined up with Motorola to try to steer things in the right direction regarding product design, user interface, marketing, and social media. Priority number 1? Getting a mobile devices Google+ community up and running for smartphone enthusiasts.
On his Facebook page, he stated one of the reasons he wanted to join the Motorola team was how much it reminded him of Apple back in the era of the G3 computer. He believes Motorola has the potential to release some innovative, great products to give Samsung a run for their money. Between him and Google, I think Motorola’s going to have a successful career in the Android ecosystem.