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Thursday, March 14, 2013

Vodafone to end McLaren sponsorship after 2013 F1 season

Vodafone has decided not to renew its sponsorship deal with McLaren after the 2013 Formula 1 motor racing season finishes. The mobile network is ‘title partner’ and official communications provider for what’s currently known as the Vodafone McLaren Mercedes Formula 1 team. Its sponsorship began in 2007, with Vodafone having previously sponsored Ferrari.

This news follows a review of Vodafone’s global sponsorship strategy. The company notes that there’s now a 90%+ awareness of the Vodafone brand in all markets where it operates and says it’ll be transforming its sponsorship strategy this year.

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Morten Lundal, Vodafone Group’s Chief Commercial Officer, said “We’ve achieved very high levels of recognition and awareness for the Vodafone brand, supported by our investments in sponsorship. We now want to focus on our own marketing engagement platform to showcase the key attributes of our brand directly to our customers, using digital interactions and live events in ways that are both locally relevant and globally consistent. We have been very happy with our engagement with McLaren. Our relationship has been a key ingredient in bringing the Vodafone brand to where it is today. However, our brand is evolving, and we’ve concluded we will have less of a need for this kind of exposure in future. We now look forward to further success and brand engagement with McLaren in 2013.”

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Opinion Articles

Last week at The Fonecast: 24th June 2013

More of the same

Mark Bridge writes:

Another week, another couple of product announcements from Samsung. There appears to be no stopping them, despite a recent drop in the company’s share price.

This time it’s a couple of tablets – one of which runs both Android and Windows 8 – and a 20 megapixel camera that’s got a 4G-enabled Android device built in.

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Last week at The Fonecast: 17th June 2013

Making the network truly mobile

Mark Bridge writes:

The telecommunications industry was making plenty of headlines last week – but much of it wasn’t particularly upbeat.

The debate about privacy and security continued in the wake of allegations about US agents intercepting internet traffic. Meanwhile, Nokia prepared to make its last Symbian smartphones and Tradedoubler warned that mobile devices were having a negative effect on high-street consumer loyalty.

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How to shield from internet snooping

George Putic of voanews.com writes:

When news broke about U.S. government agencies collecting metadata about its citizens’ Internet and phone communications, many were surprised by its scope. The surveillance covered a vast number of Internet messages and phone calls. The government did not deny the action but pointed out that the collected data contained, not the substance of the communication, but the so-called metadata.

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Giving it all away

Paying with our privacy

Mark Bridge writes:

There’s been a lot of talk recently about PRISM, which may allow the US National Security Agency - and anyone they choose - to access some of our personal online information if it passes through the USA. It’s unclear exactly what (if anything) is being shared with whom… and given the nature of national security, we may never know.

However, alongside the possibility of governments seeing information we thought was secure, it’s also worth pointing out that we choose to share plenty of online information ourselves.

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6 things you need to know about mobile research, smartphone rumours and imaginary new products

Mark Bridge writes:

Where did it all go wrong?  When did the mainstream mobile industry start to slide away from innovation and into repetitive nonsense?  For a while I suspected the downloadable ringtone was to blame. Just days after hearing 'Barbie Girl' on the mobile phone of a man from Vodafone Value Added Services in the late 1990s, I'd downloaded a poptastic tune to my own Nokia 2110. Soon, the entire mobile world was focussed on 30-second instrumentals instead of technical innovation. It was the beginning of the end.

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