Verizon's Ad Campaigns

I know this is a bit after the fact, but I had some sinus issues that knocked me firmly on my bum.

As a tech person, the news of the Verizon “Droid” phone has cought my attention. I am not a fan of the iPhone and AT&T. Apple would have been better off with someone that has a stronger network (at the 3G level) then AT&T currently has. I use to be on AT&T and was realistically paying for service that I only really got when I was going to and From work. It wasn’t worth the cost. Drpid started as a single phone (Motorola Sholes) but it turned out to be a new way of branding for Verizon, Droid means all the Verizon Android Phones. Liceincing the use of “Droid” from Lucas Films allows them to appeal to the geeks and anyone who has even a small ‘Inner Geek’ in them.

What I really like is the direction Verizon is taking with advertising. Companies have failed to make use of “viral marketing’ which is basically creating hype around an item or service, and getting the mass of people on the internet talking about it and sending the links they come across to their family and friends.  They have realistically very little ‘airtime’ they have created a huge amount of hype around the phone. Not only from the generic/neutral sites, but also every time some iPhone/MAC user/site posts about how much they dislike this and are talking about how they will fail, it is just adding fuel to the fire.

I have yet to see an argument of why this will series of phones without a doubt fail that doesn’t have a “devil’s advocate” answer that is not legit. This is one of my pet peeves is that a lot of current iPhone users will mention that you can do some of the same stuff that Verizon calls them out on by jailbeaking a phone. However by doing that, the user is also violating the terms of service. As someone who has spent several years supporting cell phones and smart phones for work, I can say that it is really best if the phone is as much as possible, in the condition that they shipped it with. It makes it easier to find the answers to problems. Also there is a risk associated with jailbreaking a phone, and that is to have it not function at all, aka bricking the iPhone.

I think that the downfall of the iPhone will not be a single phone, but rather a series of phones. Not every feature is for every person. The thing that Apple ignores (as well as the die hard iPhone users) that no phone is one size doesn’t fit all. For me, the iPhone doesn’t fit all, I even tried the iPod Touch, and realistically there isn’t an app that is ‘must have’ for me in their system. It isn’t as portable as I was looking for and eventually switched to a smart phone, saving my iPod Touch for when my older one dies. I think that this concept is something that cannot be ignored. They also need to take the steps to work with other providers if they truely want to be able to grow. They did post that they sold quite a few phones. However how many of those are people replacing ones that have failed, gotten damaged, or just a good old upgrade.

A lot of the points that they bring up in their droiddoes ad campaign are hardly new issues that people have with the iPhone. The attention is due to that even though they don’t name Apple and the iPhone specifically in their add campaign, they are really the first one to do heavy targeting at the iPhone as well as a different ad campaign for the service levels that each can offer. As a technical person, for me the best part of this is there is nothing Apple can say about this campaign without being hypocritical. They have overdone the “I’m a MAC” commercials and haven’t had a new ad campaign in years. It has gotten dull.

Verizon is smart for doing a theme around phones based on the operating system, Droid won’t just be the Motorola phone but also the HTC and who knows what other brands. Even if this phone does not work out as being ’serious competition’ to the iPhone, it is a wonderful marketing strategy, i would even argue that to a degree it is already a successful one with the phones not even available to mass public yet. It is realistically a viral campaign, and that is the future of marketing.

AT&T’s reaction to the different add complains, (the “there’s a map for that” one) has hit a nerve, enough for them to file a lawsuit. Which I think draws attention to Verizon’s point. Upon hearing of the suit, I went to look on the AT&T site to see for my self. I always suggest to people who ask me for advice on phone services and phone types to get to find what works for them. To check coverage in their area, to talk to their neighbors to see what service they use and so on. Everyone is different and everyone will have different tastes.

I wrote most of this before my sinus issues. I did get a Droid (Sholes)  this weekend, and will admit it is far more addicting then any other phone that I have had, but then again, I would define myself as having an addicting personality so it is really no surprise there. Back in the days of early PDAs (without cell phone support) I had one that I relied on quite significantly, if I forgot it somewhere, it would instantly turn my day into a really bad one. That is going to be the way with this phone. I think that although it will not “kill” the iPhone, but i can see it being strong competition for it. I fully expect that I will have to show it off to a few people in the office at work who will want to play with it. The one feature that is unexpected is that the battery lasts a decent amount, and it charges really fast, which is a nice feature.  I haven’t yet gotten the chance to try out the docking station, as sadly, all the stores in the area were sold out, so I should get mine on Tuesday.

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