Amp'd content team to live on with Clearwire?

Amp'd's virtual network may be dead and gone (not really, it got acquired; you know what we mean), but the MVNO had arguably one of the better exclusive content packages out there. Ironically, we've heard that Amp'd ultimately spent only a very small fraction of its once-$400 million fortune on the content itself, but hey, maybe they spent that money somewhat wisely. Anyhoo, it seems Peter Adderton and his jolly gang have been shopping themselves around as a one-stop-shop package deal of content, and fixed wireless provider Clearwire may be getting ready to bite. Details are slim at this point, but the synergy is pretty obvious: the former Amp'd crew can concentrate on what it does best -- produce entertaining content -- and let Clearwire worry about the infrastructure. Lil' Bush wouldn't look half bad over WiMAX, yeah?

Link to Engadget Article

Judge okays Amp'd sale, customers now free to join Prexar Mobile

We already had a decent hunch that Prexar Mobile would come into play here, but a Delaware judge has officially green lit the sale of Amp'd Mobile to United Systems Access, which will give "thousands of customers a chance to switch carriers in the wake of the startup venture's collapse." United Systems will reportedly offer service to Amp'd customers under its Prexar Mobile brand, and interestingly, Amp'd will be getting a "25-percent stake in Prexar." Additionally, it was noted that Amp'd Mobile will be paid according to "how many of its customers switch service to the small Maine-based wireless provider, what plans the customers choose, and how long they stay with the new carrier." And you thought you'd never hear from these guys again.

Link to Engadget Mobile

A Traveling Photo Booth Sells a Cellphone

Sony Ericsson Touts BestPic Function on the Road

Published: August 02, 2007

Brand: Sony Ericsson
Brand Owner: Sony Ericsson
Category: Telecoms/mobile
Region: Europe
Date: August 2006 - November 2006
Media Agency: Mediaedge:cia
Other Agencies: Digit
Media Channels: Outdoor

The Sony Ericsson K800i mobile handset had a USP (unique selling proposition) that enabled it to stand out from a raft of me-too mobiles. Its BestPic function lets it take nine pictures at a single press of a button, thereby allowing users to scroll through all the shots and pick the best.

.

Although this function was part of the traditional campaign launch that encompassed TV, print, out of home and online, the thinking was that making a broad European target audience aware of the functionality might take something a little bit more.

Research showed that consumers regarded the brand as niche and cold. Moreover the creative line, "Never miss a shot," was not successfully conveying the power of the BestPic function.

The solution was a fun brand experience that turned the humble photo booth into a nine-shot wonder. A branded unit traveled to high-traffic locations such as shopping centers and train stations.

The booth had nine 6-foot digital screens in a row and people were asked to jump, dance of just move in front of a high-speed camera that captured nine frames in a second. The results were shown on the screens, printed out on high quality paper and placed online.

Sony Ericsson teams were also on hand to demonstrate the phone and answer questions. Units were set up for a week at a time at each of the 10 destinations.

In total nearly 14,000 people participated in the BestPic demonstration. Each participant spent an average of two to three minutes interacting with the unit and nearly 18,000 people voted for the "BestPic of the day" at the microsite.

~ ~ ~
Cream is a U.K.-based magazine owned by C Squared Communications aimed at highlighting the best in creative media worldwide. All media ideas are part of C Squared's Creative Media Database. csquared.cc

Link to AdAge Article

Amp'd Mobile Closes Doors, Liquidation Process Likely

Once-promising Amp'd Mobile is now closing its doors, according to information recently issued to existing customers. The entertainment-focused, multimedia-heavy MVNO (Mobile Virtual Network Operator) told customers that it is "potentially suspending US operations on July 24th," and noted that it is "currently in discussions with several parties." A late-stage buyer appears unlikely, shifting the focus towards a liquidation of assets.

The development closely follows a bankruptcy filing in June, one that revealed heavy infrastructure costs and a massive debt load. The LA-based company rallied 200,000 subscribers, though that population was unable to sustain broader operational costs. The outcome reflects a rough-and-tumble MVNO sector, one that recently claimed ESPN Mobile as a casualty. In late 2005, Amp'd began offering 99-cent, OTA music downloads, a move recently mirrored by Sprint.

Link to Digital Music News Article