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Sony-Ericsson Starts US$5M Astroturf Campaign
lairdb writes "The WSJ reports today (31Jul02) that Sony Ericsson will be marketing their new T68i cellphone/camera combo unit via "shills" to create a grassroots buzz. Specific tactics will include fake tourist couples at popular attractions asking bystanders to take their picture, and "leaners": pairs of women ("actresses and female models") at bars playing interactive Battleship with each other from opposite ends of the bar.
"[T]he company has gone to considerable lengths to train it's actors to avoid detection [as Ericsson spokespeople.]""
Back in the day when the shopping cart was invented (were talking 1937 - not amazon.com) the first stores to offer these contraptions noticed that they were not catching on at all .. so what did they do?
...
They resorted to hiring models to shop with grocery carts as to "model" the behavior desired for customers.
Needless to say it worked like a charm
According to SonyEricsson filings to the FCC, the hardware of the T68i is identical to that of the T68 - it's just a new cover, new back, and different coloured LEDs behind the keypad.
The rest of the differences are in the software. In most markets that T68i is available in, SonyEricsson have made a software update available for the T68 - effectively transforming it into a T68i. The software upgrade has been available in most of Europe and Asia for a few months now. Down here in Australia, we're still waiting for it and the T68i to be officially released.
There are currently two different models of snap-on cameras ("CommuniCam") for these phones.
The original CommuniCam is the MCA-10, which works with the original T68 and a few of Ericsson's older phones.
The new model is the the MCA-20, which currently works only with the T68i, afaik.
The older model has an inbuilt viewfinder, and most of the 'brains' are within the camera itself - the phone is little more than a data device. The newer model has no inbuilt viewfinder - you do the viewfinding on the phone screen itself. More of the processing has been moved into the phone; so the phone now stores the images internally, and can use them for MMS (multimedia messaging), screen backgrounds, caller number presentation, etc.
"Conversations among human beings sound human. They are conducted in a human voice."
"Whether delivering information, opinions, perspectives, dissenting arguments or humorous asides, the human voice is typically open, natural, uncontrived. "
"Corporations do not speak in the same voice as these new networked conversations. To their intended online audiences, companies sound hollow, flat, literally inhuman."
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