Что думаете о новом союзе Мото и Апл? Как это отразится на мобильном рынке.
NEW YORK, Sept 7 (Reuters) - Wireless carrier Cingular seeks to bend the ear of consumers with its entry into the market of music-playing cell phones ahead of U.S. rivals, launching a splashy campaign for the new device developed with Apple Inc.'s iPod and Motorola Inc.
The No. 1 cellular carrier takes its ad cues from popular iPod imagery in commercials that begin airing on Thursday, hoping to benefit from the brand association and generate strong demand for the coming winter holiday season. Cingular has exclusive U.S. rights to offer the Rokr phone with its service for an undisclosed period of time before competitors may get a chance to introduce it.
"This really becomes an extension of our broader music strategy," Marc Lefar, chief marketing officer at Cingular told Reuters. Cingular and other carriers have had success offering songs to download as ringtones on cellular phones, but each are vying to remain a step ahead in the market for portable music. "By the time other folks copy us, we're on to the next thing," he said.
In one Cingular commercial, a young woman walks down the street, hooked into her music-playing phone. As she passes shop windows and street puddles, her reflected image jumps and grooves to the blaring music, a nod to the gyrating monochrome dancers seen in iPod's advertising.
The wild motion and sound stops when she receives a phone call, just as the new device is programmed to pause any music for an incoming call. The ads were created by Omnicom Group agency BBDO.
"We're not the center of the music universe but we want to take habits that people have already established and put it on the go," Lefar said. To that end, the Rokr phone lets customers choose songs through menus that are nearly identical with an iPod device, and works together with the computer program for Apple's iTunes music download service.
Cingular doesn't see the new phones directly competing with a consumer's iPod or other music device since the Rokr stores far fewer songs. But it does hope to benefit from the rationale that while a user may not always take their music player on a journey, "people always have their cell phones with them," Lefar said.
Motorola is also planning its own advertising to tout its Rokr phone, but executives at the mobile phone maker would not provide details of the campaign.
Television ads for the new Cingular service break on Thursday night on youth soap "The O.C." on the Fox network, geared towards a young demographic. A dedicated Web site for the new phone,
http://www.makemedance.com, features 10 different characters that will dance to tunes picked by the user.
Cingular Wireless is a venture of SBC Communications Inc. and BellSouth Corp. (Additional reporting by Sinead Carew)
http://yahoo.reuters...07658048_newsml
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