Feeds

Nokia: Our community is the best money can buy

Wouldn't be here if we didn't pay 'em

Top 5 reasons to deploy VMware with Tegile

Who says there's no honesty in tech marketing? We beg to differ, and present Nokia product manager Janne Jalkanen as proof to the contrary.

Speaking at a marketing website called Nokia "Conversations" ("Stories from around the neighborhood" - it says), Jalkanen gives a very frank overview of the grassroots enthusiasm for Nokia's S60 platform.

"Pretty much the only community around S60 is the community we pay to be there," says Jalkanen, "a few lone, strong, awesome warriors notwithstanding".

He's speaking in a personal capacity, but is actually saying much the same as Symbian's John Forsyth, here, only without the wishful thinking. But what a great metaphor for the Finns' oh-so-earnest attempts to manufacture grassroots enthusiasm.

Nokia didn't invent the idea of astroturfing, but more than any company in the Noughties, it's taken it to heart. Nokia's Ambassador program turns participants into walking billboards - get a phone, and talk about it in the hope someone will hear it. And that's just the tip of the "social media" iceberg. Never have so many freebies been thrown at so many bloggers - with so little to show for it. For as soon as anyone starts talking (or commenting) about how delightful these products are, you know you're listening to a paid-for robot. This cheapens everyone.

(We put this down to the corporate equivalent of a midlife crisis.)

Now what a contrast with Apple. Many of you find the Apple cult downright creepy - and it is. But there's no doubt that the enthusiasm exhibited by fanboys (and fangirls) is genuine. There are few sadder sights in London than the "flagship" Nokia Store on Regent Street, almost directly opposite Apple's temple.

This gleaming, high budget glass and steel designer affair is an homage to the Apple store on which it's modelled. Floor and ceiling are silver birch, apparently "inspired by the forests of Finland".

Only there's nothing to buy - just a few phones behind museum-style glass cases. Consequently the only humans in the store you'll ever see are the staff.

The Casio store on Carnaby Street, I noticed this morning, is a-buzz. Do Casio need "social media"? Or do they just make stuff people actually want to buy? ®

Security for virtualized datacentres

More from The Register

next story
Brit telcos warn Scots that voting Yes could lead to HEFTY bills
BT and Co: Independence vote likely to mean 'increased costs'
Phones 4u slips into administration after EE cuts ties with Brit mobe retailer
More than 5,500 jobs could be axed if rescue mission fails
New 'Cosmos' browser surfs the net by TXT alone
No data plan? No WiFi? No worries ... except sluggish download speed
EE buys 58 Phones 4u stores for £2.5m after picking over carcass
Operator says it will safeguard 359 jobs, plans lick of paint
Radio hams can encrypt, in emergencies, says Ofcom
Consultation promises new spectrum and hints at relaxed licence conditions
Google+ GOING, GOING ... ? Newbie Gmailers no longer forced into mandatory ID slurp
Mountain View distances itself from lame 'network thingy'
Vodafone to buy 140 Phones 4u stores from stricken retailer
887 jobs 'preserved' in the process, says administrator PwC
Bonking with Apple has POUNDED mobe operators' wallets
... into submission. Weve squeals, ditches payment plans
Drag queens: Oh, don't be so bitchy, Facebook! Let us use our stage names
Handbags at dawn over free content ad network's ID policy
prev story

Whitepapers

Secure remote control for conventional and virtual desktops
Balancing user privacy and privileged access, in accordance with compliance frameworks and legislation. Evaluating any potential remote control choice.
Intelligent flash storage arrays
Tegile Intelligent Storage Arrays with IntelliFlash helps IT boost storage utilization and effciency while delivering unmatched storage savings and performance.
WIN a very cool portable ZX Spectrum
Win a one-off portable Spectrum built by legendary hardware hacker Ben Heck
High Performance for All
While HPC is not new, it has traditionally been seen as a specialist area – is it now geared up to meet more mainstream requirements?
Beginner's guide to SSL certificates
De-mystify the technology involved and give you the information you need to make the best decision when considering your online security options.