The Empire Strikes Back: the Genius Behind the Globe & Smart Nokia Launch Events #GlobeLumia800 #SmartNokiaLumia
The problem with over-hyping a launch event is that it tends to drown the real star of the ball. Think Magnum. The ice cream is actually delicious but the way they launched it seemed to piss everyone off.
It sets expectations too high that during this day and age where the necessity to trend seem to be a do-or-die situation, more often than not companies even those as big as Globe and Smart risk falling flat on the face.
Everyone I got to talk to can easily say that the launching events for both Globe and Smart for the Nokia Lumia series here in the Philippines is not as big as should be. In fact, some wondered why they did not have both events at the same time and on the same day? But I think that’s the genius of it all because rather than making it a war between the telecoms, it became the pedestal for the Nokia Empire to strike back.
The first event I was aable to visit was that of Globe Telecom yesterday, March 18. It boasted of a venue I’ve never been to and a DJ I’ve never heard of (but it’s only because I’m hardly the person who has the right taste in music.) Although I initially thought the event would be very humble, the people in the vicinity of Beso was somewhat overflowing that I honestly had no idea how I was supposed to go inside in order to have a good time. Worse, my phone battery died on me (nope, it’s not a Nokia) and had no way of locating people I was pretty sure who would be in the event.
Needless to say after stepping on the mat above and awaited to be amazed, I was gone after a short while after getting to see a long-lost friend in the ocean of anonymous figures. Hence the reason behind one of my most retweeted tweets yesterday that goes:
In a megapolis of almost 20 million people, if you chance upon afamiliar face amidst all the rush, it might just be fate.
And that, my friends, is another story….
The second event I was able to go to came a bit of a surprise since I actually had a disappointing experience with Smart before and expected my name to be in the persona non grata list. But being offered the chance to see some goodlooking people at the other end of the telecom spectrum was just too hard for me to resist. Yes, I’m also shallow like that. After making rounds at a local bookstore chain for work, I decided to give the Smart event a chance to amaze me and voila, there I was with my ridiculous bag. After all, having recently switched as a full-fledged Smart subscriber (albeit just prepaid for now unless I dream of getting a Nokia Lumia myself), I thought what the heck, I’m entitled to be there. In fact, some other guys during the event kept on laughing by themselves that they actually had no Smart numbers (read as Globe iPhone 4S).
Just like the Globe event, I’ve never been to Republiq (well, still I’ve never been inside since I went home way before the party started) or that place beside that and have never heard of the DJ who was about to play some music. But once again, I’m not the epitome of coolness so I really don’t know what I’m missing.
Now, I’ve always thought those things I saw on YouTube with would-be tech critics saying their piece about the Lumia felt too good to be true. Colin Chan, one of them writers from Unbox.ph also told me that the Nokia Lumia was a sight to behold after the Thermos event (or something like that) but I honestly thought he was just like being any other tech blogger in this side of cyberspace: all smiles, no bite. But to my utter amazement, it seems Colin like the rest of ze bloggers worldwide were correct that the Nokia Lumia may just be the salvation for this Finnish mobile phone manufacturer.
I could just imagine the universal disclaimer we see too oftentimes in brochures that go “phone screen is simulated only.” But even with the pangs of OS & battery pitfalls and all, I must say the Nokia Lumia 710 (which was actually the only unit I got to actually touch and operate) was nothing short of magical.
The first cellphone I ever owned was a Nokia 1610.That is why touching the Nokia Lumia 710 for the first time which the model gladly explained to me without hesitation had a Ratatouille effect. It felt like home. Even without asking much about how to use it, I knew which buttons to push and things like that. And no, it doesn’t seem to imitate the iPhone or the Blackberry. The Windows OS has a world of its own in my honest opinion.
I won’t dwell much on the technical aspects of the phones because it isn’t really apple-to-all in terms of the hardware and the respective networks that will exclusively support it for some time. And after all, I don’t have the credibility to judge it as that. But coming from a social media enthusiast who would want a real value for money, I must say the Nokia Lumia series (or specifically the Nokia Lumia 710 which was the only unit I got to test) might just be worth the price and hype.
As for the events itself, all I can say sans the minor taunting from the Globe team online regarding the Smart Nokia Lumia Launch, the Globe event was more diplomatic. The Smart Event, on the other hand, felt like just any Saturday at Newport Mall or so they say. To be honest, the Smart Event had the propensity to rub it in that they really are the better network and the hosts sometimes forget that Smart also distribute other brands of mobile phones.
But then again, where there’s smoke, there’s fire.
Anyhoo, congrats to Team Nokia for a humble yet successful launch of the Nokia Lumia in the Philippines. Your decision (methinks) not to make this about Globe or Smart but about Nokia seems to underline why amidst all the buzz, you are still the market leader at least for now.
Thanks to Coy for inviting me for the Globe event. Thanks to Abbie Real (P.S.I would like to think what you said at the entrance – hehe – as a compliment) for inviting me to Smart’s. And to all the personalities I finally got to meet at Republic hope to see you all again in future opportunities. To that guy who undoubtedly recognizes me (at the Smart event) but can’t seem to fathom why I was there, hello to you and let bygones be bygones. And to the Smart Communication employee who just viewed my LinkedIn profile, please learn to logout first before stalking anybody online.
Note: I apologize for any typo or incoherence of some sort but if I don’t publish this post ASAP I may never have the time to do it with the things I have to face by, uhm, tomorrow. Goodnight, world!