Yes, the star were there – Pierre Png, Flying Dutchman, Andrea D Cruz, Dick Lee and some magician called Cyrus from Japan.
But for me, this was the worst phone launch I have attended this year. The media invite says 4pm, so I reached there at 4.15pm. But the doors were closed and like many other tech journalists there, we had to wait like idiots while Sony Ericsson got ready to start.
At about 4.45 pm, the celebrities turned up while the local tech journalists, who were basically ignored by the PR minders, went to buy their sugar cane at the nearby hawker stalls and at Pacific Coffee at Red Dot Museum, waiting for the damn show to start.
They finally started at 5pm with dancing in the streets. They couldnt find my name tag and by the time I got into indoor hall, it was already 5.20pm. I left just as the last groups of people were streaming into the hall for the show to start.
So why am I pissed? Many. This is CommunicAsia week, which means for most tech journalists, is the time when we make our annual pilgrimage to Singaore Expo to cover Singapore’s most important tech trade show. All the telcos and phone makers used to make their song and dance there but over the years, they have left to set up their own show at their own location (read: cheaper) during the show week. While I can accept that Nokia and Sony Ericsson would like to have their own show away from the Singapore Expo, what I cannot accept it making us tech journalists wait for over one hour for the press conference to start.
Sony Ericsson needs to figure out what it wants to achieve. You cannot hold a big event and invite the whole world to see your new phones. If you are targetting the media, have a separate press conference on a different day and then embargo the information until the official launch, or have a press conference two hours before the public show starts. Please do not lump us together with Dick Lee and Pierre Png and other stars. They are great actors yes, but we have to do our work and making us wait for over one hour on Communicasia is unforgivable.
The saddest thing of course is that Sony Ericsson did have some nice phones to show yesterday and luckily for them the tech media here are generally forgiving people and SE will still get their coverage eventually. But the next time that the Sony Ericsson regional team organises an event I will think thrice before showing up.