December 6, 2006
Moto’s chop-socky take on manuals
At last an IT company is showing a bit of creativity in showing buyers how to use its products. Motorola, which launched its new China-market mobile smartphone in Hong Kong this week, has realised that nobody actually reads the manual – but people do watch TV.
So the new Motorokr E6, an entertainment-oriented reworking of Motorola’s popular Ming smartphone, comes with a pre-installed instruction video to teach buyers about its fancy functions. Watching the intro should also get smartphone neophytes used to the idea of watching video on a handset screen.
Starring Taiwanese pop star Jay Chou, the 20 minute video features jokey kung-fu fights mixed with simple demonstrations of how to use the Rmb3,700 handset. (See part of the video on YouTube here) “Phones are getting so complicated these days,” says Ian Chapman-Banks, general manager for Motorola mobile devices in north Asia. “It’s a great way to engage with people.”
Mure Dickie, Hong Kong
