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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

Nectar only really cares about iPhone owners

Mark Bridge writes:

Never mind customer loyalty, if you don't have an Apple iPhone you're a second-class consumer. That's the message I seem to have received from Nectar, the multi-retailer loyalty card company.

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BlackBerry's PlayBook and Sony Ericsson's LiveView: spot the similarities

Mark Bridge writes:

RIM and Sony Ericsson each reveal a new product within 24 hours. One has a 7-inch screen and a big announcement at the company's developer conference. The other, with a 1.3-inch micro-display, has a lower-key launch. Yet it's the similarities that have attracted my attention.

Author: The Fonecast
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Fixed-line telecoms providers have a lot to learn about customer service

Iain Graham writes:

Woe is me!  I recently did a foolish thing, I tried (and unfortunately succeeded in) changing my home broadband supplier!  Let me begin at the beginning...

Author: The Fonecast
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Let's stop being so girly about mobile phones

Mark Bridge writes:

I remember the 1980s. In fact, I rather enjoyed them. Hang on a sec, hear me out. There really was some good stuff there – not least the renaissance of "sisters doin' it for themselves". Oh, and the launch of the UK's first cellular mobile phone network.

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Over The Air 2010 – one man's summary for the wider mobile industry

James Rosewell writes:

I arrived at Imperial College for an oversubscribed Over The Air 2010 not really knowing what to expect but totally open-minded. I found innovation, ideas and inspiration.

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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

Podcast - 6th March 2015

Mark Bridge learns about the mobile technology trends at Mobile World Congress 2015 by chatting to James Rosewell of 51Degrees, Dr Kevin Curran from the IEEE and Chris Millington of Doro.

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

Author: The Fonecast
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Looking back at February: from security scares to multiple MVNOs

Podcast - 27th February 2015

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.

We also talk about the planned BT and EE merger, the creation of two new UK virtual networks, some acquisitions in the mobile payment arena and a new Ubuntu smartphone.

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

Podcast - 24th February 2015

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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