OK, so the hysteria has somewhat calmed down. The reviewers are indeed mostly raving, but I can’t help being puzzled. The iPhone is supposed to change the industry, yet it uses yesterday’s technology.

1. EDGE is a different name for horrible browsing experience. The only equivalent I can think of is a scooter engine trying to pull a Rolls Royce.

2. Side-loading only? you mean I need to connect my phone to the PC again? wasn’t it all about mobility?

3. Camera without zooming? Are we back in 2003 and nobody told me?

Hats off the Apple and Jobs. Their marketing strategy belongs in the MBA hall of fame. I am sure the iPhone will be a great phone, eventually. Right now it’s a good looking iPod that gets you stuck with one mobile operator for 2 years.

      

Ok, so the hot news are cooliing off and we all had a chance to check out Mobile YouTube by now. It’s time to call the Jury back in and get an interim verdict. My first impression of the service was awesome. It looked good, worked well on my 3G Nokia E61. Sure, the content is handpicked and handicapped, but it’s still a good start. The main issue I had with it was with the fact it’s still not working well on too many operators and devices.

Itay Gissin discussed Mobile YouTube in our HooQs blog this morning and tried to understand whether it’s just a mobile version of the “Internet YouTube” or the other way around - a new “YouTube approach” to mobile media.  His conclusion, with which I agree, is that it’s a bit of both.

Starting with the good news. The most refreshing element of the new service is that it is Internet based and operator independent. In other words, it gives on deck portals a well deserved kick in the butt:

“Good news - No client needed, just come and get it with any Internet 3G phone! That’s exactly what this industry needed for a long time - an Internet giant meaning business & leveraging the Web’s open model on the mobile industry. Most other Internet content players view the operators as the “plug number” in their broken revenue model, trying to sell OPC (Other People’s Content) in traditional content models, overlooking the end-consumer reluctance to pay premium for content mobility.“

These are indeed great news and such that will help drive the industry much faster. After all, everyone looks at Google and YouTube when it comes to taking risks these days. Operators have realized by now they need to channel Internet content and not reinvent it, and such a move from such a significant player definetely helps drive the point. There are a couple of hard core issues though.

The first one is availability. Mobile YouTube is streaming based, a decision that can be probably attributed to legal caution. The video files are transcoded to 3GP format which means no iPhone, Windows Mobile or Blackberry. Streaming video is not a trivial end user feature and is still dependent on operator practices, proper device configuration and overall device support. Sticking to streaming video means that roughly 2 out of 3 potential 3G users are out of the game, without them even understanding why. The 3GP format is less of an issue and I expect YouTube to cover those other formats soon enough.

The second issue is the content itself. On the Internet, YouTube is a key media website, fitting well in the rich user environment. On mobile, users need better reasons to enter, not to say stick to a mobile portal. Mobile video is a different experience than Internet video. It involves more difficult navigation and has a price tag associated with it. The secret sauce of a successful mobile portal is made up of easy access and versatile content - variable sources, credible news, mobile use cases and so forth. YouTube is a part of that, but cannot cover the basic need by itself. As Itay summarizes:

“When I am on my mobile, I normally have a minute. Maybe two. The only way I will choose to go on the internet is if I know I am 2-3 clicks away from something that will Hook me up, and will be unique & forward-worthy. For that to happen, content sources will have to be much more varied than a YouTube. A community system will have to be working for me - Scouring the web, fetching content, filtering it for mobile consumption, connecting me with peers’ content, and more.”

Couldn’t agree more.

      

Apple today announced that iPhone™ will deliver significantly longer battery life when it ships on June 29 than was originally estimated when iPhone was unveiled in January - ‘Cmon Steve, you expect me to believe this is a last minute improvement?

Steve Jobs, Apple’s CEO. “We’ve also upgraded iPhone’s entire top surface from plastic to optical-quality glass for superior scratch resistance and clarity”. - is there such a thing as PRE launch upgrade?

A truly remarkable news release by Apple today. Not because we are 11 days away from the iPhone’s being in a regular users hand but mostly because at this stage this is a great ‘pumping of the guns’ move by Apple (showing up in blogs like mushrooms after the rain) . What will they discover 5 days before launch? - That it folds in half? that bold people are showing signs of new hair growth, that the blue pill is no longer needed (it will most certainly become a sign of manhood right )

Regardless, my guess is that this announcement has been planed for months before…why not fool around with the press and let everyone talk about possible battery problems ONLY to come out with the great news just before launch and fuel the hype.

“The entire top surface…” , as well as the “battery life extension” are logistic tasks that take months to execute. From testing, ordering, building up stock, replacing existing…etc. - this is NO last minute swicharoo. No way Steve got his team together two months ago and said…“listen guys…we can’t launch like this…you got to do better with the battery life problem…give me solutions people…go-go-go…and wait…while you are at it…lets upgrade the screen cover” .

It doesn’t work this way. To serve the expected nationwide supply, iPhones have been gathering dust in the stock rooms for many, many months now.
Once again, this is a classic Apple / Steve Jobs marketing hype case study - nice one Steve…I like it.

      

Remember I promised that I would keep DeGardener clean from work stuff?

I lied.

The official HooQs blog is up. Take a look!  My latest post is about the LG Prada and the iPhone going head to head. Try getting it on your mobile and tell me what you think.

      

MacNN reports that “iPhone makes rare appearance at CTIA - Apple’s iPhone has surfaced in the public eye after a long absence”. Have we all gone insane? I mean, I wrote a poem about it but even that can be excused as a ‘momentary lapse of reason’ driven by the peer pressure that surrounds the digiworld we live in.

A few months passed and I thought we all kicked our hangovers by now. There are still open issues such as battery power, touch screen usability, price, quality of service (no one really knows) etc.

When you encounter a beautiful craft for the first time you tend to ignore the obvious impediments and focus on the romantic and the fantastic. That’s great. Then we should snap out. That is what separates the “men from the boys”. The responsible adult can get excited but also keep realistic.

I found this hilarious widget on apples website - the sasquatch news tracker. If you haven’t snapped out of it yet I this one is for you. Never miss a public appearance, a mysterious unveiling, a behind the scenes glimpse…ooooh

having said that…I still want one badly