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Motorola ROKR: mobile phone with iTunes

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September 8, 2005

Motorola ROKR: mobile phone with iTunes

Motorola ROKR: mobile phone with iTunes

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September 9, 2005 Motorola and Apple iTunes phone looks set to be one of the big sellers of the coming Christmas season and Motorola has been quick to seize the moment by producing a star-studded advertising campaign. The campaign brings together a host of past and present music legends including Madonna, Little Richard, The Bravery, Iggy Pop, Biggie Smalls, Ahmir, Common and Beethoven, in a screen-first, directed by a new breed of Hollywood filmmaker, Jesse Dylan. The new phone, dubbed ROKR enables music lovers to transfer up to 100 of their favorite songs from the iTunes jukebox on their Mac or PC to their mobile phone. The Motorola ROKR features easy-to-use menus, simple navigation and playback, and the ability to simply switch from listening to music to talking on the phone and back again with the push of a dedicated music key.

September 9, 2005 Motorola and Apple iTunes phone looks set to be one of the big sellers of the coming Christmas season and Motorola has been quick to seize the moment by producing a star-studded advertising campaign. The advert brings together a host of past and present music legends including Madonna, Little Richard, The Bravery, Iggy Pop, Biggie Smalls, Ahmir, Common and Beethoven, in a screen-first, directed by a new breed of Hollywood filmmaker, Jesse Dylan. The new phone, dubbed ROKR enables music lovers to transfer up to 100 of their favorite songs from the iTunes jukebox on their Mac or PC to their mobile phone. The Motorola ROKR features easy-to-use menus, simple navigation and playback, and the ability to simply switch from listening to music to talking on the phone and back again with the push of a dedicated music key.

The new Motorola ROKR (pronounced "Rocker") is available in the following markets:

    U.S. - today, exclusively with Cingular U.K. - available first with Carphone Warehouse in mid-September and then with O2, followed by Orange, Virgin Mobile, BT Mobile and other top retailers through September and October France - available by late September Italy - available by late September Germany - available through distributor and operator channels in 2H 05 Canada - available in mid- to late-September with Rogers Wireless Hong Kong - available late September through multiple retail outlets and operator channels Australia, Singapore and the Philippines - available late September Argentina, Brazil, Mexico and other markets throughout the world - available in the fourth quarter

"The Motorola ROKR represents the ultimate convergence of mobile communications and music," said Ed Zander, chairman and CEO of Motorola. "Fusing iTunes with your always-with-you mobile phone, we're revolutionizing the way the world experiences mobile self-expression and entertainment."

"We've worked closely with Motorola to deliver the world's best music experience on a mobile phone," said Eddy Cue, vice president of iTunes. "We're also thrilled to be working with some of the largest wireless carriers in the world to bring this pioneering phone to market."

The Motorola ROKR features a color display for viewing album art, dual built-in stereo speakers and stereo headphones that also serve as a mobile headset with microphone. Music fans can randomly autofill or manually fill the mobile phone with playlists of their favorite music, audiobooks and Podcasts from their iTunes library via a USB connection. The Motorola ROKR pauses music automatically when users take a call and offers the ability to listen to music while checking messages** or snapping a photo.

Pricing and Availability

For further info on product availability and pricing in each market, visit Motorola's web site.

. iTunes for Mac and Windows includes the iTunes Music Store and is available as a free download from http://www.apple.com/itunes . Purchase and download of songs from the iTunes Music Store for Mac or Windows requires a valid credit card with a billing address in the country of purchase. The Commercial

The month-long 'Phone Booth' campaign devised by BBDO New York, supports the launch of the ROKR and debuts in the U.S. on September 8th and will roll out across Hong Kong and select markets in Europe over the following weeks.

Geoffrey Frost, chief marketing officer of Motorola says, "Just as MOTOROKR is the first great fusion of music and phone, 'Phone booth' is the perfect fusion of genres and generations -- a great metaphor for how we all express ourselves through the music we love. It's a nice way to show how "the device formerly known as the cellphone" continues to evolve."

Set to the soundtrack of Madonna's 'Hung Up' -- due to be the first single release from her forthcoming album -- the broadcast campaign combines computer wizardry with location shoots in New York and London. The TV spot is scheduled to appear on multiple MTV Network stations such as MTV, VH1, MTV2 and Comedy Central along with ABC's NFL Season Opener -- New England vs. Oakland. It will also be seen during several primetime premieres including The Apprentice, The Simpsons, and Lost.

The inspiration for the ad came from the phone booth packing craze of 1959 and creatively demonstrates how consumers can now enjoy the iTunes experience on their mobile phone.

About the Author
Mike Hanlon After Editing or Managing over 50 print publications primarily in the role of a Magazine Doctor, Mike embraced the internet full-time in 1995 and became a "start-up all-rounder" – quite a few start-ups later, he founded Gizmag in 2002. Now he can write again.   All articles by Mike Hanlon
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