Why Free Sells - Timely Example

Considering that my last post was called Why Free Sells, it's timely that O2 have given me one of their new Cocoon phones to do a little test run.  (It's also timely because I smashed my Sony-Ericsson in car door a few weeks ago under pressure from the anti-terrorist squad at Euston station, but that's another story).  Unlike some bloggers I am more than happy to be showered with free stuff on the understanding that I can do whatever I want with the goodies in question.  On this occasion I decided to conduct a little experiment and count how many people I naturally (ie without meaning to) introduced to the phone last week.  The Cocoon is very nice and compact and does everything you'd expect well.  But it has one particular feature that gives it a little show-off-ability aka social objectness.  Rather neatly, the outside casing has a hidden pink, neon-scrolling display that presents messages about who is calling, as well as the time and other such stuff, and it's quite big so you can read it from the other side of the room while the phone sits on a shelf in its little nest.  I have been playing with friends and associates by getting them to call me and then watching their names scroll across the side of the phone.  Quite groovy.  The results were that last week...

...I did this with five people, including a journalist on a national newspaper, all of whom have been pleasantly entertained for a couple of minutes and then asked to have a little play around with it themselves.  And now I am writing about it on a highly Google-juiced blog.  What's that worth to O2?  A darn sight more than the cost of getting in contact and popping the phone in the post to me.  And if the phone had been problematic they would have got an early heads-up about the issue.  As Neville says here, it helps that they did it well.

Of course, there's nothing new here.  Ironically, in fact, it's the terrifyingly straight-forwardness of this approach that has big brands scratching their organ-o-grams.  It's just becoming more relevant and do-able.  That said, innovations in measuring the effectiveness of such networked media campaigns are new and potential gold dust. 

For more on the subject of products as conversations as markets, listen to David Weinberger here discussing his latest thoughts on The Cluetrain - one of which is that he hasn't read it for about six years!

Comments

[Neville Hobson]

You have a *pink* scrolling display? I thought they only came in blue, as per the pic you have.

I get the same reactions from everyone I show the phone to re that display. It's cool! Haven't let anyone else play with mine yet, though :)

Wondering what/how O2 will do on Cocoon positioning if speculation is true that O2 will be the iPhone partner in the UK. What are your thoughts, James?

[Steve cater]

Hi James,

I'm working alongside Peter at VCCP. We thought this post was so 'spot on' we posted it on to our Cocoon Blog. ( http://www.o2cocoonblog.co.uk )

I hope this is ok, if there is any problem myself or Peter would be more than happy to remove it should you so wish.

I completely agree with your opinions on the manual, it comes across very badly in my opinion. I think this is one of the key negative points. However, some of my friends wouldn't touch the manual after opening the box... in this age of tech savvy consumers and a supposedly 'greener' society, should mobiles come with manuals in a hard copy?

Look forward to hearing some more of your views. I've had mine for a few weeks now and after my initial excitement, it seems to fit my day to day needs as a phone. I hope the next generation o2 phones continue in the same direction.

Will you be getting the iPhone upon its arrival?

Thanks again.

[James Cherkoff]

Ah interesting that you both automatically alight upon the Apple question. I think Cocoon will have to do what all competitors do when sucked into the Steve Jobs RealityDistortionField...whatever he wants them to!

[Steve Cater]

iPhone on the brain I guess: http://news.bbc.co.uk/1/hi/business/7000370.stm