Bob LeDrew: Memo to Rogers re iPhone launch - don't tease
- June 16, 2008 8:12 AM |
- By Michael Hlinka
Money Talks is a collection of daily columns from The Business Network, which airs weekday mornings on CBC Radio One at 5:45 a.m. ET (6:15 a.m. ET in N.L.).
The last mysterious technology gadget that caught people's imaginations the way the iPhone has was likely what turned out to be the Segway. But the iPhone has become as lustworthy an object of desire as the iPod. Full marks to Apple.
However, we Canadians have had to wait almost an entire year to get the good news about a legal iPhone for us - although the early adopters got a phone from the States and "unlocked" it.
Last Monday, Steve Jobs of Apple announced the second generation iPhone, with 3G technology. On that day, a mysterious banner popped up on the Rogers site, saying "something big is coming July 11", with a silhouette with a familiar shape.
And then last Thursday, Rogers, and its subsidiary Fido, announced that they would bring the iPhone to Canada on July 11.
So hurray for Rogers, right? Umm, not so fast.
I think that Rogers and Fido could have done a lot better on the release of what should or could have been a piece of unalloyed good news.
You've got to wonder why it took nearly a year to bring the iPhone to Canada.
You've also got to wonder why it took from Monday to Thursday for Rogers to make their announcement.
And finally, Thursday's release left one giant question in people's minds - how much will this data-hungry new phone cost them? Because there's still no information on rate plans available.
When you're thinking about your business and how to announce new developments, don't dribble stuff out. Give people the full picture, and get the good news out as completely as you can.
If you want to tease people, don't leave all the "bad news" - like Rogers and their data plans - out as if you're afraid of it. Fess up and face up.
And if you're going to tease, then do it better than Rogers did. In its case, the "something big is coming" was a hyperlink that led nowhere for four days. That was stupid.
For my money, Rogers could have made a quicker, more complete announcement that told the whole story and avoided what will inevitably be a backlash story when they release their rate plans.
For the Business Network, I'm Bob LeDrew in Ottawa.
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