Tuesday, April 24, 2007

When is a Phone not a Phone?

When its a Nokia N95.

Their new ads talk about "What computers have become". One net ad calls it a computer, a camera, a GPS, but never a phone, never a mobile phone.

Interesting thinking from Nokia, I am very keen to see how it works.

Do you think avoiding the word 'phone' will help or hinder?

20 comments:

Rob @ Cynic said...

Hi mate ...

Funny you should bring that up because a few weeks ago, Jill saw the ad on the television and said to me afterwards, "I wonder why they would launch that product not put a phone in it?"

Given NOKIA have started to launch non-phone technology [the wifi-internet tablet for example] this was a fair point and demonstrates how a company should never take too much for granted.

The phone is amazing - and is far more about computer technology than phone technology [but why it doesn't have a touch-screen is mental] but to purposefully not mention there is also a phone facility is abit weird - though I am sure they would argue that people will see that when they walk into their nearest mobile shop.

What are your views Mr M?

PS: I will write up the 'scan' story soon. Sorry - what you did was valuable, honest!

Ben Hampson said...

I find it stupid to not call it a phone. It's a phone because it makes call etc. And people won't realise that infact it IS a phone... Nokia makes things very complicated.

np said...

I've got to agree, it's still a phone, just one that does interesting things. We still call digital monitor linked up to a set-top box a TV don't we?

Calling these things phones helpd in another way I reckon. Penetration of over 44's in Europe hasn't reach saturation. Like us lot, the first thing they'll have to get used to is being able to CALL people when they want. Not calling it a phone will be less than helpful.

lauren said...

being australian, i like it when people call a spade a spade. same applies to a phone.

Rob @ Cynic said...

Actually Lauren, being Australian you like it when people call a spade a FUCKING spade ... but I get your drift!

Rob (ad pit) said...

I think its unusual, and probably based on some focus group result.

I think its worth them trying it, as I cant think of anyone else who has; but I doubt it would be an effective long term strategy.

lauren said...

no, a fucking spade would be weird, rob. just a spade is fine.

Rob @ Cynic said...

Mr M ... while this post is not one of your best, you still raise an interesting point - an interesting point that highly paid ad execs should have picked up on.

If you are a highly paid ad exec, please can you hire Mr M because it is an outrage that he isn't currently earning a wedge doing something he is so passionate, talented and excited about.

I can testify to his attitude being top drawer - he wants to learn but has lots to convey - and quite alot of people in the industry feel the same ... just go to www.giverobajob.wordpress.com and see for yourself.

Will said...

Whilst my comment is not as well qualified as Mr Cynic, I can attest (from a year of reading Mr M's posts) that he is a very bright, intellectually demanding person - someone who would be a credit to whichever agency he ends up at.

And as for the post; I'd have called it a phone - but made the point about convergence, which is what the ad is desperately driving at.

Rob (ad pit) said...

Did someone put something in the water Rob?!

Thanks though both of you, although im not sure if I want to get paid in cheese ;)

I did think the whole convergence thing had gone quiet, which is ironic considering now they actually have the technology to make it work instead of putting a crappy vga camera and 128mb mp3 player in a phone.

Selling it as a device rather than a phone is risky though when its only available in phone stores!

Jade said...

I agree - I think it should be called a phone. My first thought was that they were going to sell it through other outlets rather than phone shops. I thought, well it might be a nice surprise to someone to buy a gizmo take it home and find out it rings as well. Like the surprise you might get when your Swiss army knife has a nail file. Then I decided that is just stupid.

But then again, I'm an Aussie too & think a spade should just be called a spade.

I think the comment made by NP on phone penetration in Europe is very valid. There are so many people catching up, why confuse the situation? I know a few very senior business people who cannot & refuse to learn how to use a computer. These people will, however, use their phones to send and receive emails etc. I know I am working from a very small focus group here, but I think this says something about people being comfortable with a phone (as opposed to a gizmo or a computer).

Rob (ad pit) said...

I agree; besides, the target market for an expensive feature packed phone isnt likely to be technophobic anyway.

I think its probably just trying to make it sound powerful by trying not to restrict it to what we expect of a phone,

np said...

Thank you Jade, you are very wise.

Since Rob C off for a while I nominate Mortimer's blog as our new creche for a while.

Rob (ad pit) said...

Fine by me!

New post coming shortly...

lauren said...

i second that motion, NP.

jade, on that topic, stan lee has an interesting fact about computer literacy vs mobile usage amongst the youngsters too!

Jade said...

Thanks NP, but I'm not really. I just agreed with other people & talked about nail files.

Ta, Lauren, I'll pop over & have a look.

Will said...

Phones are for phoning people. I don't like using a phone to browse the Internet (unless it's to check the football scores).

No device (unless it has a 13 inch or more screen and is called a Macbook) can do everything in mobile form. ;)

Age said...

Not sure if you guys are getting the same ads for this as we are in Australia.

It plays with "I've got something in my pocket". Quite an interesting and intriguing ad actually. It lists all the features of this pocket sized phone looking thing. But no mention of phone...

Maybe they're just assuming that people will assume Nokia's are always about phones?

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