Even if I-mode is "faster than WAP", does this really matter? Does associating I-mode with WAP generate any sort of resonance with customers? Are the public at large sitting at home desperately wishing that WAP were faster? I think not.
Coincidentally, yesterday I paid a visit to some chums in Slough and saw I-mode for the first time, and it looks very interesting. I can't put my finger on why - the whole just seems like more than the sum of it's parts. And they've managed to get a decent-looking handset out of NEC, which is massively impressive too.
I'm NDAd so can't talk about one of the aspects of it that really got me excited, but the I-Mail product - which I believe will let content providers message I-mode customers using email and avoiding per-message charges - knocks aside one of the fundamental assumptions us mobile folks make when we're thinking of services and opens up a whole raft of opportunities.
Even if I-mode itself doesn't generate massive subscriber levels, it might push the rest of the UK mobile industry in the right direction.
I read somewhere recently that O2 are pumping the most amount of cash into this campaign since they rebranded from BT Cellnet and that the nation will be bombarded with i-mode ads. Apparently the intention is not so much to make it a desirable must-have, but to make it accessible and friendly for the everyman.
Posted by: Phil P | October 13, 2005 at 06:29 PM
Sounds good to me. I have to say that most of the other taglines they seem to be using aren't as awful as this one.
Posted by: Tom Hume | October 14, 2005 at 09:08 PM