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  • T-Mobile USA Readies Its Largest Advertising Push Ever To Introduce G1

    We've been expecting a big advertising push to introduce the first Google-branded cellphone and we haven't seen much yet except for some informational videos shot by Google ( NSDQ: GOOG ) employees. That's all about to change, T-Mobile's marketing head Denny Marie Post tells WSJ in an interview . T-Mobile's adopted a premise that "curiosity is everywhere," and based on that will be rolling out a TV spot this week that will build over the next few weeks, she said. Calling it a "nontraditional marketer," Post said Google is like her previous employer Starbucks, which doesn't have to spend much money on marketing. While Google wants to make sure its brand is represented appropriately, all of the decisions rests entirely with T-Mobile, which will be picking up the tab for the TV commercials . When asked if the G1 could ever generate as much buzz as the iPhone, she said the carrier has played out many scenarios to its benefit. "More than the device, it's opening the door to the open platform. And I think that's where the news is going to come from." But don't get it twisted; T-Mobile isn't trying to mimic AT&T ( NYSE: T ) or Apple: "I think we've taken our own path here." Here's T-Mobile's first TV commercial that will air for the G1: Related G1 Live: Big Marketing Push Expected; No Microsoft Exchange/Skype Support T-Mobile G1 Might Lead Google To Advertise More Register for Future of Business Media: http://fobm2008.eventbrite.com
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  • Mobile Content Bits: CBS Ad Campaign On Starbucks' Wi-Fi Page; Data Revenues; ESPN Deportes; Quattro

    -- CBS teams with AT&T* for exposure at Starbucks with Wi-Fi: CBS ( NYSE: CBS ) says it's doing a first here by targeting Wi-Fi users at Starbucks locations to promote some of the network's shows on AT&T's Wi-Fi login page. Worst Week , a comedy which premiered on CBS last week, is now running a two-week-long ad campaign on the main AT&T ( NYSE: T ) Wi-Fi page. Release . -- Mobile data now at 20 percent of all wireless revenues: Data now represents 20 percent of all wireless revenue, according to a new report from Chetan Sharma Consulting. In some cases, data is contributing close to 40 percent of revenues at some leading operators. Despite all the growth in data revenues however, it's not making up for the decline in average per-user revenues on voice services. On other fronts, China surpassed 600 million wireless subscriptions in August while India crossed the 300 million mark. Globally, wireless subscriber penetration slid above 50 percent. Release . -- ESPNdeportes.com on ESPN mobile WAP site: ESPN ( NYSE: DIS ) Mobile is wrapping its Latino-focused ESPN Deportes channel into its mobile WAP site lineup. Like ESPN Mobile's other WAP offerings, the site will include one-click access to news, scores and statistics. The company's mobile websites have been among the top 10 most trafficked sites on mobile in the U.S. Futbol will be prevalent on ESPN Deportes' mobile site with soccer coverage from leagues in Mexico, Argentina, Brazil, England, Spain, MLS and other leagues in Latin America. ESPN plans to add more coverage of rugby, Latin American baseball, basketball around the globe and Spanish-language breaking news and team alerts. The site will also be optimized for smartphone operating systems including the iPhone. Release . -- Hachette Filipacchi inks advertising, development deal with Quattro: Quattro Wireless has redesigned the mobile properties of Car and Driver, Elle, ElleGirl, ElleGirl Latina, Premiere and Woman's Day...
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  • Sprint CEO Dan Hesse Appears In Ad To Hawk ReadyNow

    Dan is back. Hesse that is. Sprint ( NYSE: S ) Nextel's CEO is going all Hollywood again as the public face of Sprint in a new ad that will begin airing during this Sunday's Emmy Awards show, WSJ reports . Shortly after Hesse joined the struggling carrier nine months ago he appeared in an ad campaign last March to promote the Simply Everything plan that led to an industry-wide shift in flat-rate plans at the other carriers. This time he's hawking ReadyNow, a new service Sprint launched that gives customers one-on-time with a retail customer representative to get their cellphones setup with all their personal information and configured however they wish. "Truth is, technology's only great when you know how to use it," he says in the similar black-and-white commercial. "We want to help you get the most from these amazing devices. So come by a Sprint store for a personalized setup. You'll walk out an expert." Check out the best business jobs in digital media. Go here for paidContent.org Job Board.
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  • Industry Moves: Discovery's Schembri Tapped To Manage AT&T's $3.3 Billion Media Budget

    A little over three years since Discovery Networks hired him to oversee much of its new media planning strategy, Chris Schembri has defected to AT&T ( NYSE: T ), where he will oversee the telco's $3.3 billion media spending, AdAge reported . Schembri will take on the new role of VP, media services. Schembri has been credited with managing a number of digital initiatives while at Discovery, including a deal with Verizon Wireless ( NYSE: VZ ) that surely caught AT&T's attention. As part of a promotion for Discovery's fisherman adventure series "Deadliest Catch," the cable network tied with Verizon on giving away free wallpapers, ringtones, mobisodes, polls and other content related to the program. At AT&T, Schembri will work closely with Wendy Clark, SVP-advertising - the person who created his new post. Schembri's departure is something of a blow to Discovery, which has been concentrating on new media, including its marketing capabilities, for the past year.
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