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Panasonic Dumps Patts For Palace

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The Campaign Palace has nabbed Panasonic’s Australian creative account after George Patterson Y&R pulled out of the bidding war, having been told in November last year that Panasonic was ‘reviewing’ its agents. Now LG is set to move to Patts.

The Campaign Palace, an Australian advertising outlet for WPP Group worldwide marketing and advertising company, will now set the creative direction for Panasonic Australia, including for the company’s VIERA TVs and Lumix digital still cameras.

George Patterson Y&R decided not to bid for the Panasonic account which it had held for 20 years, going instead with consumer electronics rival company LG, which announced earlier this month that it has recruited George Patterson Y&R.

It is also believed that LG is set to review their relationship with public relations group Burson Marsteller with several major public relations Companies including Professional Public Relations who are linked with the Y&R Group and George Patterson tipped to be a contender to pitch for the account.

Panasonic Australia marketing communications manager, Gemma Lemieux, said The Campaign Palace will be able to “set our creative direction and reinvigorate the Panasonic brand.”

 

“This appointment comes ahead of one of the biggest years for the company in Australia. Many of our products have had near record years in 2007 and we want to make sure we’re in a position to capitalise on this success during 2008,” she said.

The Campaign Palace managing director, Lindsey Evans said her agency was looking forward to working with Panasonic.
 
“Panasonic has a rich heritage of leadership, quality and innovation. We’re looking forward to working very closely with Panasonic and their other partners to help realise the brand’s potential in the Australian market,” she said.

Comment – So you think you’re a marketer?

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The foundation of any good business is all in the knowledge, the planning and the understanding – figure out the needs and wishes of your customer and you’re more than half way to long-term success.

You’re probably reading this because you are working in a marketing department as a marketing executive, PR manager, category manager or even a marketing manager. You may even be a ‘sales’ and marketing manager.
If you do a search on the web for the subject ‘marketing’ it will come up with 239,000,000 results world wide and 3,500,000 for Australia. With that many people claiming to know something about marketing, how hard can it be?
So what is marketing? The answer typically includes advertising, brand management, sales, service, pricing, email marketing, the four P’s etc. These are all correct, but not the complete picture. They are simply tactics. Most people associate these tactics with marketing as they are the fun things to do. It is fun to make advertising, do promotions, and arrange PR briefings. They are what makes the job fun and what you and your company get recognized for. These activities are crucial to the function, but are useless without a really strong market understanding and customer knowledge.
The key to understanding marketing is about good analysis and planning. Why? Nothing stays the same, consumers are evolving and becoming increasingly wiser to the ways companies market their products and services. Because technology is playing such an integral part in our lives these days, not only is the race on between the traditional big brand manufacturers to be first to market but they are increasingly feeling the pressure from the smaller brands that are leaner, hungrier and extremely quick to introduce new products or brands. It is more competitive nowadays than it has ever been.
What type of analysis are we talking about? Analysis about customers. For example, having an understanding of customers means having an understanding about how customers behave, their motivations, their perceptions and preferences.
We’ve all noticed companies who are using advertising and promotional material that has been created by its global headquarters. Some do it better than others. The less successful are guilty of making the look and feel of the communication distant and aloof and therefore are misunderstood or worse, ignored by the target market. What often happens is that the company ends up wasting a lot of money broadcasting messages that bear little relevance to the people it wants to impress. This can be extremely detrimental to the brand and create an enormous amount of negativity. The damage done can take months and a lot of money to repair.
Without the right knowledge, the tactics of marketing have no foundation. You will hope that your tactics are working but you will have no idea if anyone is listening.
Secondly, marketing is about understanding your competition – not just knowing who they are. It means thinking about their competitive reactions, pre-empting what they’ll do when you launch a tactical campaign. What their objectives and capabilities are. Understanding your competition will help you predict what they will be doing in the future.
Thirdly, marketing is also about understanding your own company’s capabilities and company culture. Are you truly a marketing oriented company? Are you developing marketing strategies that fit the needs of your customers or just selling the product and then thinking about doing some sort of marketing tactic because you have to? Is marketing seen as an investment in the brand, or purely a cost for short-term gain? Is the training and skill set of the marketers alive and well? Are you selling but not really marketing? These are important questions you should be asking yourself if you want to be successful in the long-term.
Good marketing stems from the thorough analysis and understanding of customers, competitors, and the company. The traditional tactics can then be used to confidently reach the people you want via the most effective channel – be it TV advertising, PR, point of sale or whatever is appropriate.
So before you start your next marketing activity, ask yourself if you know as much as possible about who it is you are actually going after.

That way you will be on the way to being a truly effective marketer.

Paul Reeves is the Managing Director of Octane Marketing and uses his many years of experience by providing advice to companies who require assistance with the analysis, development and implementation of marketing and business plans. Contact Paul at paul@octanemarketing.com.au

‘Gangnam Style, Android & G TV’: Googles Page Opens

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Page breaks his silence: Google boss on Android, PCs and why Google TV is wow.

Google’s CEO Larry Page, who just found his voice again after a mystery illness, had plenty to say about his believed Google and what’s in store, at an earnings call, yesterday.

The Internet boss was also forced to fend off criticism from analysts irked as Google, normally the bearer of good growth numbers, missed analyst estimates, with net profit slumping to $2.18 billion compared to $2.73bn in same time 2011.

“Not bad for a teenager”, Google’s boss declared, referring to the just announced $14.10bn revenue, a climb of 45%.

He also spoke of the multi screen world where smartphones, tablets and PCs have seamless and interactive content, and corrected an analyst who wished to focus on the desktop platform, in particular.

“We’re really starting to live in a new reality, where the ubiquity of the screens helps users move from intent to action much faster and more seamlessly,” Page said. 

Read: Oops! Google Earnings Cock-Up, Shares Halt

The ‘transition’ from PC searches to mobile wont affect Google’s future performance, he insisted:

“We have a policy of not talking about the future. I tend to be very impatient. I think that we’re positioned very well and uniquely well because we have a significant fraction on mobile.

“Monetization on mobile queries is a significant fraction of desktop. We’re living the best of both worlds. We’re able to move existing ads over to mobile and able to really innovate using Android and our strength of having ads on other platforms.”

Google is “uniquely positioned to get through that transition and profit” from the move to mobile Internet, Page insisted, citing Google’s Android OS, the most popular mobile platform, globally.

And speaking of Android, the green man OS has enjoyed the sale of half a billion plus Android devices, and over 1.3 million activations per day. In terms of how to make hard cash off mobile (Android is not a major money spinner) he added:

“We’re working on changes, we’ve been investing in the space for a long time, our mobile monetization isn’t zero.”

The Wall Street Journal notes Page “is pausing after every few words to take a deep breath and is speaking very slowly.”

Here’s what Page said about the anticipated Google TV (only available on Sony in Oz at present)

 

“We’re excited about television and we have been for a while. We’ve had Google TV as a product for quite some time, I’ve used it. It’s great to have a real browser on your television.

“YouTube is integrated on many devices, from DVD players and so-on to game consoles. We obviously are working hard to get distribution for YouTube, for Chrome and for the Internet as a whole on television screens. “

However, “we’re still in the early stages of that,” he added.

On Page’s vision for YouTube, he likens the video site to a TV entertainment centre:

“YouTube transitioned for me a year ago to something that could keep me entertained for hours on the TV. It could play back lots of high quality, highly-exciting things”

Google’s CEO spoke of “tremendously-increasing” YouTube usage, it continues to grow like crazy, and making money off it.

39-year old Page also spoke of recent horse-dancing Internet sensation “Gangnam Style” video with over 500 million views and how YouTube can be a distribution platform for content.

“That kind of thing to flip a switch, turn it on, get worldwide distribution.”

And on that mucky issue of Google’s relationship with arch rival Apple (lest we forget its fruity recently booted Google Maps from iOS 6), Google CFO Patrick Pirchette said:

“We’re a great partner with Apple, we’re a great partner for everyone.”

Earlier this week, Page, also spoke for half an hour with a raspy voice to an audience of several hundred people at Google’s annual Zeitgeist conference in Paradise Valley, Arizona.

Among other topics he discussed Google’s dealings with US and European antitrust regulators and the recent flap with Apple over maps software.

 

Page didn’t explain the nature of the ailment which has affected his speaking but said he was “still a little hoarse but I’m here and I’m happy about that.”

He said he is “hopeful” Google will be able to “work well” with antitrust regulators and resolve probes of its business in the European Union and the US.

He added: “I do think over-regulation of the Internet and restriction of what people can do is a big risk for us.” He also touched on the issue of maps software, but didn’t say whether Google will introduce a Google Maps app for Apple’s iPhone and iPad.

Samsung On A Winner With Gear S2

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Over the past two years, Samsung has released six different wearables, five different smartwatches (Galaxy Gear, Gear 2, Gear 2 Neo, Gear Live, Gear S) and one activity tracker (Gear Fit). None has been particularly successful.

But Samsung’s latest watch, the Gear S2, is quite different

from its predecessors. Where Samsung’s other watches failed, the Gear S2 could

succeed. If it does, it could pose a challenge to both Google and Apple.

A Gear for any Android

With the exception of the Android Wear-powered Gear Live (a

cheap, odd-looking rectangular watch that received poor reviews), all of

Samsung’s wearables have required the use of its own Galaxy phones (and in

particular, its higher-end Galaxy phones) to function.

Samsung remains the largest vendor of smartphones in the

world, but this is a significant limitation, one that may have prevented many

would-be buyers from purchasing them. Even if potential customers currently

have a Samsung flagship, they may wish to switch to a different Android vendor in

the future. To do so, however, would render their expensive Gear useless, so

they may have chosen a different smartwatch platform (like Google’s Android

Wear) or forgone the purchase altogether.


Click to enlarge

The Gear S2, however, is device-agnostic. Admittedly, not every

Android phone will do, but if it runs Android KitKat (or better) and sports

more than 1.5GB of RAM, it should be compatible. On its website, Samsung lists

more than a dozen different Android handsets confirmed to work with the Gear

S2, including the more popular phones from Xiaomi, Motorola, LG, and HTC (among

many others).

Samsung is even exploring the possibility of bringing the

Gear S2 to the iPhone (via Digital Spy). Nothing has been confirmed or

announced, but with Google’s Android Wear now supporting Apple’s smartphones,

it’s not inconceivable that Samsung’s Gear S2 could eventually make its way to

iOS in some capacity.


Click to enlarge

A challenge to Android Wear and the Apple Watch

The Gear S2 has been formally unveiled but won’t go on sale

until October. 

Still, early impressions of the device have been generally

positive. The Verge’s Vlad Savov praised the look of Samsung’s Gear S2, noting

that it was more beautiful than most Android Wear devices, and more watch-like

than the Apple Watch. Dan Seifert said the Gear S2’s rotating bezel was a

“joy to use” and superior to the Apple Watch’s Digital Crown.

 

The Gear S2 runs Samsung’s proprietary Tizen operating

system. That may ultimately limit the appeal of the device, as developers could

stick to more familiar platforms from Apple and Google. Samsung says the Gear

S2 will offer more than 1,000 apps at launch, but it remains to be seen how

much support it will receive long term.

 

If the Gear S2 is a success, it could pose quite a challenge

to rival smartwatch platforms. Given its inter-Android compatibility, it could

be a particularly devastating rival to Google’s Android Wear. Unless it makes

its way to iOS, its affect on the Apple Watch could be limited — but if it

proves compelling enough, it might entice some iPhone buyers to consider

switching ecosystems.

 

For Samsung, it appears that the seventh time is the charm.

 

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BigPond Core To Convergence Push

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The Internet has changed the way we do things. The future will be about the convergence of multiple devices onto a single IP network.

According to Justin Milne, Chief of BigPond, Australia still lags the world in broadband penetration, despite the competitive market. In a survey of Broadband penetration in key countries by the OECD as of June 2005 showed Australia’s usage at only 11 per cent of the population, even though the country has(?) ISPs.

BigPond plans to provide broadband to every Australian, eliminating the barriers which separate rural services from city services. BigPond, according to Milne will be for everyone in Australia.

“ADSL Broadband will be provided to existing metro and regional urban areas including Cable areas. We have already provided cable internet services to existing 2.5 million homes,” said Milne.

According to IDC as of June 2005 Telstra has 41 per cent of the Australia broadband market share, making the Telco giant very well placed in the Broadband business.

“In June 2003 we had 46 per cent of the broadband market share. We believe by June 2008 we will have 55 – 60 per cent of the market. I believe this is very achievable, since we have 84 per cent of brand awareness,” said Milne.

Milne announced the company plans to enter the VoIP space with the introduction of BigPond Broadband phone which will incorporate video and voice calling over the internet. The system will be integrated with Sensis services and advertising as well as pushed content from sources such as Trading Post and Yellow Pages.

The company also plans to launch a movies on demand service for BigPond customers as well as a sophisticated blogging service which can be accessed via mobile phones.

WiGig: There’s A New Wi-Fi In Town

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Its faster and will be here by year end.The news of WiGig, the latest standard in wireless communication that is yet to be released, comes as worldwide shipments of Wi-Fi consumer equipment passed 43.3 million at the end of the first quarter, a 16.8 percent increase from Q4 2012.

“Wi-Fi 802.11n device shipments still dominate the market, accounting for more than two thirds of total device shipments; however, 802.11ac access point adoption is starting to gain traction,” said ABI analyst Jake Saunders.

Devices with the latest Wi-Fi standard, 802.11ac, started to enter the market in late 2012. 

According to ABI Research’s Wi-Fi Equipment Market Data report, a total 200,000 consumer 802.11ac Wi-Fi products shipped in the quarter.

The 802.11ac protocol enables speeds up to 1.3Gbps as well as better coverage than 802.11n. 
ABI Research expects that 1 million 802.11ac consumer access points will be shipped by the end of 2013.
An even newer Wi-Fi standard – 802.11ad (WiGig) – which uses the 60GHz band and delivers speeds up to 7Gbps was approved by IEEE in early 2013; first products are due in the market at the end of the year.
The new standard will allows devices to communicate audio and visual data wirelessly at multi-gigabit speeds. 
Majors including Nokia, Microsoft and Samsung are members of the Wireless Gigabit Alliance board. 

Ouch! Almost 250K Vodafone Oz Customers Walk

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Red alert: Another blow for telco, as customers leave in droves.

SYDNEY – Vodafone Hutchison Australia appears to have lost another 216,000 customers in the quarter ended Match 31 – bringing the total of customers lost in the past two years to more than 1.5 million, according to some estimates.

A new earnings report by the UK-based Vodafone group recorded its Australian operation as losing 108,000 subscribers in Australia. 
Given that it shares the Australian operation 50:50 with the Hong Kong-based Hutchison group, analysts are suggesting this translates to a 216,000 loss for VHA overall.
It is believed Telstra is one of the main beneficiaries of the mass desertion of customers from Voda. In the previous quarter VHA reported a loss of 128,000 customers. 
Best estimates are that since 2010 when repeated outages (‘Vodafail’) and other problems saw many customers depart, VHA has lost approximately 1.5 million customers. (Ouch). 

Since then, Vodafone has been pouring money into upgrading its 3G network, and is planning to launch a 4G service – which it claims will be Australia’s fastest, due to its 1800MHz spectrum holdings – later this month.
However Vodafone Australia CEO Bill Morrow has previously said that he does not expect the company to begin to see a turnaround in customer numbers until towards the end of 2013.
CDN asked VHA for comment on the latest reports of customer desertions but had not received a reply at press time.
The telco is in major catch-up mode as it gets set to launch its 4G network – the last of the big 3 telcos to do so – in a bid to scrape some customers back on its faster mobile service. 

Rival Telstra has over 2 million subscribers and Optus recently said it sold over 750,000 4G smartphones. 
 

UK analysts Enders were far from impressed with Voda’s latest Q4 results, and warned of dangers in its “leisurely” network  rollout. 

“Vodafone is investing in 4G on a leisurely timetable, planning to upgrade only 40% of sites to 4G by March 2015, and is seemingly more concerned about securing fixed fibre access than driving mobile.” 
“The March quarter growth may mark a nadir of sorts, but we believe a return to positive growth can only come when Vodafone apes its US associate and invests substantially in its network to truly differentiate.”