Pearl's Paradise

"Give me your tired, your poor, your huddled teams yearning to breath free…"

April 30, 2010
by Steve Pearl

Marketing 101 – How Verizon Botched the Droid Incredible Launch

For all the advance hype surrounding the new HTC Droid Incredible on the Verizon network, you wouldn't have known it was the "next big thing" by the way it was actually promoted and launched.  Verizon could learn a thing or two from Apple/AT&T about how to hype, market, and launch a shiny new technology toy that everyone really should want.

About a week ago I was visiting the Verizon Wireless corporate store in Montgomeryville, PA.  Though there are two corporate stores closer to our offices, it's been my experience that the one in Montgomeryville is the creme de la creme, the place all the top reps land.  These folks know their stuff, whether it's in-depth knowlege of the equipment itself or the finer points of manipulating plans and discounts to meet the needs of the customer.

So when one of the sales reps told me, more than a week before the official launch date, "You wanna see the Droid Incredible?  I have one back in the shop…", I jumped at the chance.  It was clear to me that the HTC Droid Incredible finally fulfilled the hope many of us had for the Motorola Droid when it launched last week.  It certainly bested the lame, AT&T-tethered, Motorola Backflip, which AT&T heavily promoted for months leading up to its launch.  (The Backflip is so strange, so ergonomically off-putting, most of us in the geek community have taken to calling it the "Motorola Faceplant.")

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