Good for the industry

The arrival of the iPhone is being called the most anticipated product launch in the history of the cell phone industry. So it should be...

The arrival of the iPhone is being called the most anticipated product launch in the history of the cell phone industry. So it should be no surprise that it has created an enormous groundswell of interest in the sector from consumers and the media. iPhone has also gotten an unbelievable amount of media coverage. Other cell phone manufacturers and service providers are using this as an opportunity throw their hat in the ring and get some added coverage, by commenting on iPhone's impact while touting their own products.

In writing an article this week detailing AT&T's extensive media outreach campaign, I also spoke with Samsung and Ogilvy PR who reps LG about their thoughts on the noise iPhone's debut is causing and how they are using it to benefit themselves. Their comments, after the jump.


On Apple’s entry into the segment Kim Titus, director of PR for Samsung Telecommunications America said:
We’re noticing the interest because that’s one of the things that Apple is really good at, and that is in raising the consciousness of the consumer. In this case it’s been to raise awareness of the things that [consumers’] phones can do. We did a survey last fall and we found 67% of consumers did not know what their phones are capable of doing. So if you have entrant to the marketplace who is raising that consciousness and giving that consumer the idea that “Oh my goodness, my phone can do that.” And then they look down and realize their phone is a messaging device or a music player or a camera. Then that’s good for all of us.

On handling media inquiries about iPhone:
I’ve been getting phone calls and folks wanting some reaction since January. And it’s gotten a little more intense the past couple of weeks. Our response: Anything that raises the consumer consciousness about what the phone can do is good for the industry and good for the marketplace. This is something everybody can take advantage of.

On LG’s thoughts on the buzz created by iPhone, James Williams, EVP strategy and planning at Ogilvy PR and account lead on LG said:
LG is excited that awareness of the category has risen as a result of this. The have gotten a couple of calls inquiring about their product line up as well.

Plans for the future:
LG will continue with its product launches in 2007 and 2008.

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