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	<title>AllThingsD &#187; Katana Eclipse X</title>
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		<title>Why Advertising Still Doesn't Work: Sprint Tries Its Hardest To Sell Me an iPhone</title>
		<link>http://allthingsd.com/20090616/why-advertising-still-doesnt-work-sprint-tries-its-hardest-to-sell-me-an-iphone/</link>
		<comments>http://allthingsd.com/20090616/why-advertising-still-doesnt-work-sprint-tries-its-hardest-to-sell-me-an-iphone/#comments</comments>
		<pubDate>Tue, 16 Jun 2009 16:17:29 +0000</pubDate>
		<dc:creator>Peter Kafka</dc:creator>
				<category><![CDATA[Media]]></category>
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		<guid isPermaLink="false">http://mediamemo.allthingsd.com/?p=8194</guid>
		<description><![CDATA[I'm a Sprint customer, so the wireless company knows where I live, how to find me online, what kind of phone I have and what I spend each month. And it knows my contract expires at the end of the month. So why isn't it trying hard to keep me from the clutches of AT&#38;T and its iPhone?]]></description>
			<content:encoded><![CDATA[<p>There are a lot of big brains out there trying to use technology to make ads smarter and more efficient. Example: <a href="http://www.businessweek.com/magazine/content/09_25/b4136052151611.htm">Google&#8217;s (GOOG) plan to roll out its own ad exchange</a> this summer.</p>
<p>And there are lots of marketers trying their best to ignore technology and keep their ads as dumb as possible. Example: Sprint&#8217;s email to me this morning trying to convince me to sign a new contract so I can snag a free &#8220;Katana Eclipse X&#8221; from Sanyo. Here&#8217;s the pitch (click to enlarge):</p>
<p><a rel="lightbox" href="http://mediamemo.allthingsd.com/files/2009/06/sprint-ad.png"><img class="alignnone size-full wp-image-8196" title="sprint-ad" src="http://mediamemo.allthingsd.com/files/2009/06/sprint-ad.png" alt="sprint-ad" width="350" height="227" /></a></p>
<p>Nothing against the Katana Eclipse X, by the way. I&#8217;m sure it&#8217;s a fine phone. But here&#8217;s the thing: Sprint (S) has my email address because I am a customer. I&#8217;ve been one for a decade. And so Sprint knows that:</p>
<ul>
<li> I own a BlackBerry 8830, and that&#8230;</li>
<li>I spend $100 a month for an all-you-can eat plan (plus another $60 a month for a broadband wireless card!), and that&#8230;</li>
<li>My contract expires in a couple of weeks.</li>
</ul>
<p>So if I were Sprint, I&#8217;d be trying very hard to convince me not to ditch the company for AT&amp;T (T) and Apple&#8217;s (AAPL) new <a href="http://digitaldaily.allthingsd.com/20090608/wwdc-2009-keynote-live-iphone-3gs/">iPhone 3G S</a>, which looks awesome.</p>
<p>And again, nothing against the Katana, which is apparently available in <a href="http://news.cnet.com/8301-17938_105-10076776-1.html">&#8220;Nightlife Black and Hypnotic Pink.&#8221;</a> But it&#8217;s no BlackBerry, and it&#8217;s no iPhone. And it&#8217;s not a Pre, the phone that Sprint and Palm (PALM) are positioning  to compete against those two.</p>
<p>But I&#8217;ve yet to get an email from Sprint telling me that the Pre exists&#8211;perhaps the company hopes that I&#8217;ll be wowed by its new <a href="http://mediamemo.allthingsd.com/20090604/hey-ladies-heres-the-first-palm-pre-ad/">woman-friendly TV ads</a>. Or what about Research in Motion&#8217;s (RIMM) new &#8220;Tour,&#8221; which is coming out this summer and looks great? Nope. Had to learn about that one by reading a <a href="http://www.businessinsider.com/new-blackberry-tour-coming-soon-to-verizon-sprint-2009-6">blog</a>.</p>
<p>So while I worry that I&#8217;ll regret typing this, here goes: Dear Sprint: You know where I live, what I own and how much I spend. You know I&#8217;m a free agent at the end of the month. Want to keep me? Start pitching.</p>
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