today's AMAZING TV AD : honda's "cog" 2 minute tv spot

for more on this, go to this post :; april 14 post.
the inspiration is mount pinatubo when some years ago, all of a sudden, after decades of being dormant, it decided to erupt, spewing debris and ash several kilometers high, blowing ashes to float everywhere, far and wide, turning the skies gloomy gray as far away as metro manila, hundreds of kilometers away, covering metro manila streets and rooftops with thick ash. the pinatubo eruption was so powerful that its ashes changed the color of sunsets not only in the philippines but also worldwide.

that's what happens when clients and advertising agencies decide to run ads not worthy to be called advertising. its dark, its huge and very irritating and unfortunately, everywhere!

all they are doing is wawam! what a waste of advertising money!

here is a first row view of Philippine Advertising and Philippine Marketing.

mount pinatubo erupts shooting ashes several kilometers high, then floating to blanket many other towns hundreds of kilometers away

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Sunday, June 13, 2010

apple's new iPhone 4 and iPad - a second chance to market leadership for globe telecoms

we read in an internet posting globe telecoms has slid to 3rd in total number of subscribers recently and have been overtaken by sun cellular. we will not discuss that now here as we still need to verify the numbers but that is a very sad state of affairs for globe.

sun is a crappy service. the only thing going for it is its unlimited calls and text but the service is pretty bad - texts take a long time to reach the other party if it reaches it at all and voice calls are very often choppy and garbled, not to mention frequent dropped calls and "service is unavailable" error messages. we can't even call the sun cell service as good value, nothing much is good about it and its value questionable. "cheap" is the only appropriate word to use for it.

with that profile, you can understand why it is a sad state of affairs that sun is able to overtake globe in number of subscribers. in many ways, it hurts less if the brand that overtakes your brand is superior than yours but for an inferior brand to achieve it, that hurts pretty bad.

BUT apple's latest - the iPhone 4 and iPad is here. globe is the exclusive partner of apple in the philippine market for the iPhone. we assume it will continue to be so for apples newest toys.

the iPhone 4 by all measures, that means the tech reviewers are going crazy over the latest version. it will have a new OS (iOS4) and has new and really great features. to name a few - a great display, longer battery life, a gyroscope and 2 cameras (back and front facing). almost all the tech reviewers this new iPhone is apple's best and a sure winner for consumers.

the other is the iPad which has taken the market by storm. before launch, it was a product nobody could place. people were excited about it. almost any new apple product excited people but this one was hard to place where it can be in the tech market. apple launched it and it was an instant success. it has sold 2 million units in just 2 months and it continue to escalate. by all accounts, the only barrier for further growth in unit sales for the iPad is the speed by which apple's factories can manufacture the gadget.

what this means is that apple has 2 excellent products that globe can use to spring it's subscriber base up. but the question is- has globe learned it's lesson the first time it launched the iPhone in the market?

the launch of the original iPhone was also an instant hit in the US market and in most markets it was sold. it was first sold in the US and apple stores had long lines of consumers waiting outside apple stores to get their hands on it. almost all of these consumers who lined up were there from the previous night, all of them camping out during the night just so they are able to get their hands on the iphone.

no such crazy adulation occurred in the philippines when globe launched it here. we have previously written about it before here and we said the reason for the absence of excitement for the iphone was the pricing strategy that globe adapted for the iphone. globe bevame greedy - they over-priced it so much so that very few could afford the iphone,

we also wrote that globe could have used the iphone as key marketing tool to get leadership away from smart. globe then was second to smart.

with the iphone 4 and the ipad appearing to be a real winner technologically and by techies acclaim, perhaps globe will be smart enough to bring back the sun into their subscriber base by doing the right thing the second time around. (pun intended)


  1. By how many subscribers do Apple Iphone 4 can give an increase to globe?.. I doubt if it could reach 200k in a year...
    Sun has been adding million subscriber every 2 mos....san ka pa? :D

  2. By how many subscribers do Apple Iphone 4 can give an increase to globe?.. I doubt if it could reach 200k in a year...
    Sun has been adding million subscriber every 2 mos....san ka pa? :D


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