T-Mobile introduced the G1 at a September 23 press conference with 300 top-tier reporters and bloggers. Google, developer of the phone's platform, was also present. T-Mobile PR director Peter Dobrow said the event was also broadcast to thousands via a podcast and webcast.
“Our objectives are to position T-Mobile as an innovator with the launch and delivery of this phone,” he added. “From a product level, our message is that T-Mobile is on the frontier of the wireless industry for using an open platform.”
Because consumers will not be able to buy the G1 until October 22, the next phase of outreach will focus on sustaining press interest by offering the device to top-tier journalists and bloggers for review, Dobrow said.
The team is also contrasting the G1 and Apple iPhone in messaging.
“The iPhone is incredibly disruptive and has an instant wow factor,” said Brian O'Shaughnessy, director of consumer communications at Google. “I think the unique proposition of Android is that it is much more evolutionary.”
T-Mobile is working with Waggener Edstrom on the launch. Cutline Communications is helping Google.