Sin estar oficialmente en el congreso, bajo la excusa de una jornada de desarrolladores, Google aprovechó para promocionarse y regalar miles de móviles y erigirse como una de las triunfadoras del MWC.
Oriol Cortés - Hoy finaliza el Mobile World Congress. Normalmente, los primeros dos días suelen ser los más importantes y los que centran toda la atención. Este año no ha sucedido así. En un evento parco de presentaciones importantes por parte de las grandes empresas del sector (sólo Samsung Wave y su SO, Bada, generaron un gran impacto mediático) ha sido Google la que ha revolucionado el congreso en su tercer, y penúltimo día.
Dentro del sector móvil, podríamos señalar que este año es el año de las aplicaciones para móviles. Es por eso, que GSMA, la organizadora, decidió dedicar todo un pabellón a esta temática. De nombre, App World, incluía todos los stands de desarrolladores de software además de una zona habilitada para hacer conferencias para desarrolladores. Ayer fue el día para desarrolladores de BlackBerry, hoy era el día para los desarrolladores de Android. En teoría, la entrada estaba limitada únicamente a desarrolladores, y en algunas presentaciones a prensa. Durante ayer sucedió así, hoy no y la feria se revolucionó.
Me explico. Google ha regalado terminales Android en todas sus jornadas dedicadas a desarrolladores. Y últimamente regalaba la joya de la corona, el Nexus One. Hoy sucedió lo mismo. Google organizó las jornadas de la siguiente forma: dos conferencias (una de aplicaciones generales y otro de videojuegos) que se iban repitiendo a cada hora. En total, unos 300 asistentes por hora entre las dos sesiones, lo que equivale a 300 terminales regalados por hora.
Cuando el público asistente se dio cuenta que la entrada no estaba limitada sólo a los desarrolladores, sino abierta al público, se empezó a correr la voz por todo el MWC, ya fuera vía SMS, vía llamadas telefónicas y sobretodo vía Twitter. Cada vez más y más gente aparecía por el pabellón 7, un pabellón situado en la parte más alta de la feria y que suele ser de los menos transitados, para asistir a la conferencia de Android, y posteriormente, recibir su Nexus One. La locura se desató; Colas larguísimas para poder entrar en las ruedas de prensa, un simple ejemplo, decenas de personas que esperaban para la sesión de la una tuvieron que entrar a la sesión de las dos, por que la demanda superaba, y en mucho a la oferta de plazas.
Crítica
La campaña de Google, desde el punto de vista de marketing ha sido perfecta. Unos costes bajos (aunque hablemos de más de dos mil móviles regalados) debido a que no tuvieron que pagar un stand como los otras marcas y que únicamente alquilaron durante un día un espacio polivalente situado en el pabellón más económico del MWC y un gran impacto mediático, primero por la locura de todos los asistentes a la feria (incluso algunos expositores) por asistir a su evento, y recibir su Nexus One, segundo por que consiguieron ser el centro de todo el certamen durante unas horas y tercero por el impacto exterior, ya sea en redes sociales (como el caso señalado de Twitter) o en artículos como este.
Ahora bien, desde algunos sectores se juzga si la campaña de Google podemos considerarla moral o no. Apple nunca ha mostrado interés por asistir en el MWC pero tampoco lo ha intentado boicotear. Google decide no asistir al MWC de forma presencial, por lo que no debe acarrear con los gastos de un stand y todo lo que conlleva, como si hacen todas las grandes marcas del sector (con la excepción de Nokia y LG este año). Aun así, aprovecha dicho evento para centrar la opinión mediática en su figura, primero con una keynote de Eric Schmidt (CEO de Google) ayer por la tarde, y segundo con el evento de hoy. Publicidad casi gratuita… para Google, pero pagada por todos las empresas que sí decidieron estar de forma presencial en la feria, no sólo apoyándola sino a la vez acarreando con unos gastos, a veces, exagerados.
Muchos expositores mostraban su malestar y rechazo a la política de Google y off the record señalaban que lo que estaba realizando era competencia desleal. En este artículo, no voy a defender ni a unos ni a otros. Entiendo la postura y malestar de algunos expositores, pero creo que sus quejas van mal dirigidas. No deberían centrarse en Google, que lo único que ha hecho es aprovecharse de una situación que les era favorable. Considero que deberían centrar sus quejas a la organizadora del MWC, GSMA, por dar un altavoz (en este caso dos) a una empresa que no sólo no forma parte de la asociación, sino que además ha decidido no estar de forma pública en el certamen, ya sea a través de su propia marca Google, o a través de Android (como sí hemos encontrado la LiMo Foundation o la Symbian Foundation).
Nokia y LG, con el pretexto de la crisis económica ya abandonaron el evento, montándose, cada uno, uno paralelo a escasos metros, pero (sobretodo la primera) debido a las quejas a la organización por los altos precios de los stands, unido a situaciones como estas donde unos pagan y otros recogen la gloría. Mucho me temo o que se realizan cambios profundos en la organización del Mobile World Congress, o este proyecto tendrá fecha de caducidad, quizás 2012, el año en que finaliza el contrato recién ampliado entre la ciudad de Barcelona y GSMA.
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