Magazine article Editor & Publisher

Texas Firm Spends More Than $6 Million

Magazine article Editor & Publisher

Texas Firm Spends More Than $6 Million

Article excerpt

Netpliance ads seek to grab new market

BBDO New York focuses i-opener multimedia campaign on newspapers and newspaper magazines

An Austin, Texas-based high-tech firm has beaten the big boys - IBM, Compaq, etc. - to market with a new, low-cost, user-friendly Internet- access product and is attempting to secure the entire market category with a $15-million marketing campaign, including more than $6 million in newspaper-related buys.

Netpliance Inc.'s i-opener was launched six months ago; it looks like a computer, includes a screen and keyboard, and offers instant Internet access. And it is being sold for only $99 with an agreement to pay a monthly service charge of $21.95 for at least three months. The promotion price is marked down from the launch price of $199.

The product, known as an Internet appliance or Web terminal, is designed for non-PC-savvy customers. Market research firm IDC has projected the number of terminals like the i-opener will reach 5.5 million within three years, said Worth magazine, which added that "a host of competing products from companies like Compaq and IBM" are in the works.

I-opener launched its campaign to grab as many customers as possible before competitors get their products out, according to industry sources.

Lynne Seid, executive vice president/ managing director of BBDO New York and manager of the i-opener account, said: "I wouldn't say we are seeking market share; it's creating a market; it's creating a category. …

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