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Monday, August 12, 2013

HTC chooses Robert Downey Jr as the face of its new marketing campaign

HTC has announced a new marketing campaign that it’s calling ‘Change’. As part of what it’s describing as “its most powerful marketing campaign to date”, the manufacturer has signed actor Robert Downey Jr on a two-year deal.

The first new HTC ad will be shown on YouTube later this week.

Ben Ho, HTC’s Chief Marketing Officer, said “HTC's innovation, authenticity and boldness have made us the change-makers in the mobile industry and led us to launch what influencers regard as the best phone in the world, the HTC One. Our original and playful Change platform is different to anything else out there and aligns our brand with the same qualities our phones are already known for. With this campaign, we are affirming what HTC's role is in the mobile market which is to define change and to lead the industry in developing the newest and most innovative technologies.”

Robert Downey Jr was most recently associated with rival manufacturer Alcatel when his character Tony Stark in Iron Man 3 used the Alcatel One Touch Idol smartphone.

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Tags: advertising htc marketing

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Opinion Articles

You're gonna need a bigger tariff

Mark Bridge writes:

“You're gonna need a bigger boat”. The words of Roy Scheider as police chief Martin Brody spots the shark in the film Jaws.

37 years later and O2 UK CEO Ronan Dunne is facing another all-devouring monster... but this is no aquatic predator. It’s in the air - and it’s invisible.

No, we’re not talking about a Pteranodon (that’s Jurassic Park III) but a 4G mobile broadband connection. A real-life data monster.

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Twitter promises that it will only use patents defensively

Mark Bridge writes:

There’s some kind of patent-related mobile technology story in the news most weeks. Whether this is the result of an innovation slow-down or the disruptive effect of newcomers on ‘traditional’ mobile manufacturers, there’s no denying it’s causing problems for many companies.

Author: The Fonecast
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Last week at The Fonecast: 16th April 2012

Mark Bridge writes:

At the beginning of last week, Facebook and Instagram were the talk of the mobile industry. Was this billion-dollar deal the sign of another tech bubble?  Facebook’s fast track into mobile?  Facebook moving to cement its dominance of online photography?  You, the jury, decide.

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Last week at The Fonecast: 9th April 2012

Mark Bridge writes:

Easter is often seen as a time for customs and rules – whether it’s giving up sugar for Lent or waiting until Sunday morning to eat your chocolate eggs – and this year the mobile industry seems to have joined in.

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Last week at The Fonecast: 2nd April 2012

Mark Bridge writes:

It’s always a relief when April Fool’s Day doesn’t fall on a work day, isn’t it?  Still, that didn’t stop the jokes. Even though the mobile industry traditionally tends to head to the pub for a roast dinner and a pint on Sunday, there was many a prank in the morning of April 1st.

Our friends at 51Degrees.mobi revealed left-handed device detection, Google prepared to run mobile ads on phones with dials, Phones 4U introduced Gnomes 4U femtocells, Nokia made a Windows Phone device out of ice… and so on.

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Recent Podcasts

Reviewing our 2015 mobile industry predictions... and looking forward to 2016

Podcast - 15th January 2016

Iain Graham, James Rosewell and Mark Bridge return to review their mobile industry predictions from last year. Which mergers, partnerships and developments did they forecast correctly... and which didn’t work out as planned?

Later in the programme, the team anticipates some of the topics that will be hitting the headlines during 2016.

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Podcast from Mobile World Congress 2015

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They talk about wearable devices, wireless charging, mobile operating systems and much more... including some of their favourite products from the exhibition.

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Looking back at February: from security scares to multiple MVNOs

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We're taking a look back at the biggest mobile industry news stories from February 2015, including allegations that the UK's security service tried to breach SIM card security by hacking into one of the world's biggest SIM producers.

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Interview with Chris Millington of Doro about mobile retailing, wearables and technology for older consumers

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In today's programme Mark Bridge talks to Chris Millington, who's Managing Director for Doro UK and Ireland.

They discuss the state of mobile retailing in the UK, the future of wearable devices and - as you might expect - smartphones for seniors.

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A month of mobile: O2 counts on 3, Microsoft counts to 10 and Apple counts its profits

Podcast - 30th January 2015

We're back with a month of mobile industry news, including takeover talks and takeover rumours. O2 and Three are said to be discussing a merger... but is there any truth in the suggestions that BlackBerry could be up for grabs?

We also discuss Apple's record-breaking quarterly figures, the highlights of CES and the launch of Microsoft Windows 10, as well as saying farewell to the current version of Google Glass.

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