As you probably already know I love looking at posters, especially on the ones for mobile devices or operator services.
I found this one from SAMSUNG in the London Underground this week end. Even though I’m working in the mobile industry I found this poster quite appalling, because basically nobody knows the difference between a standard touch screen and the new ‘world’s first Super AMOLED HD screen‘. (you can breathe now): This is just ridiculous.
1st AMOLED HD SCREEN
On the other hand this other poster from SAMSUNG for the same device in the same station is a bit better as it communicates on the usage: with this device you get a Video on Demand service to watch, for instance, the Hangover.
OK, there is still this fuzzy claim but the value proposition is clear, with this device you’ll be able to watch good quality videos.
Communicating on usage is far more efficient as it empowers every user and it helps them to figure out the usage value of the device. Just have a look at the iPad advert: it only shows someone using the iPad.
Focusing on usage instead of technology is a kind of Copernican revolution for most manufacturers. But it is a revolution that will draw the line between success and failure.
After a Q2 warning as top end sales are in turmoil, Nokia is launching a great offensive to promote its device with a clear and straight forward value proposition that no other device manufacturer can offer: free navigation on demand.
French TV Ad
English TV Ad (I love this one)
Nokia surely hasn’t got the coolest touch screen device on the market, but it has some clear strength, like ovi maps.Google maps is nice but you don’t have the turn by turn navigation that makes sat. nav. experience so compelling.
Now with Ovi Maps, the Finnish guys are flexing their muscles.
I love advertisement and especially the posters you cross in the public transports.
I really enjoyed the current campaign of Vodafone UK :
Vodafone : We make sure your calls get through
and this one
Vodafone: Sure signal helps you get a great signal at home
So did you get the message? I DIDN’T!
Vodafone guarantees it works (ad #1) but Vodafone has a service that helps make it work at home (ad #2) (because it doesn’t). So what do you assume? You assume Vodafone service just DOESN’T WORK or at least they cannot guarantee it does!
The only sure thing is they should change quickly their agency and the communication team that drives them.
I start to believe that Europeans aren’t charismatic at all. We are overflowed by information about the latest Apple, the latest move from Google with its Android, the rumours about the new Windows Mobile 7, etc.
On the other hand the coverage of Nokia and Symbian is so thin that you would expect that Nokia is just a niche player in Eastern Syldavia and Symbian an assembly language for an exotic 8-bit CPU.
According to the latest figures for 2009, Nokia is still number one with 39% market share. As regards Smartphones, Nokia shipped 20 million devices which amounts 40% smartphone market share. Ok, Nokia isn’t still very strong in touch screen only devices.
(Millions of Units)
source: Strategy Analytics
The real issue here, at least for us Europeans, is that all the buzz and Public Relations in the High Tech Industry are made in the US not to say in California. Even though the US isn’t the most advanced Telecom market in the world.
Are Europeans less charismatic?Is there a language issue? I don’t mean for the British and Irish. Would it be better if we had in Europe a region where all the innovative companies concentrate?
The source of this ‘under coverage’ of European ITC business is, I believe, a mix of all of these reasons. But the big main reason is just that journalists are lazy, especially the American ones.
Here is the TV ad for the launch of Windows Mobile 6.5. The message is clearly consumer oriented and except the outlook giant icon there is no reference to the business space which was the heart of WM target.
Apart I find this ad very ugly I believe it misses the point and is potentially dangerous for Microsoft business.
1st there is no diffrentiator. Taking along on one’s mobile all its PC/Internet world is common today. Furthermore most of the consumers know that you can get it from other platforms like the iPhone, a Symbian or an Android phone.
The main improvement of WM6.5 is its UI which is now in the pack. But there is no mention of it in this ad.
People don’t want a phone that carries the same experience as a PC and the promise of this ad is just that: get the same experience as on your home PC.
The main risk is that consumer will think this statement is reversible, I want the same experience as on my iPhone so I’ll buy a Mac instead of a PC, or worse for Microsoft, I want the same experience as on my Android phone so I’ll switch to Ubuntu or Suse for my PC.
Last but not least this ad denies the mobility capabilities of the laptop, which seems crazy when you see the growth of the 3G embedded PC segment.
This ad seems the work of a Microsoft trainee playing with the matches on a hot summer day in the middle of a dry forest…