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Verizon's 'iDon't' Campaign Creates Humor, Not Sales By Patricia Resende October 29, 2009 1:59PM     Verizon Wireless is poking fun at Apple, Inc.'s iPhone with "iDon't" commercials for its DROID smartphone, but the iPhone is so entrenched the ads aren't likely to hurt sales. The $199 DROID from Motorola is powered by Android 2.0 and Verizon has introduced a serious device. But Verizon's "iDon't" ads may benefit Motorola and Google the most.   Related Topics Verizon Apple iPhone DROID Smartphone Motorola Android Google Latest News Plasma-TV Ban Could Be Costly Barnes & Noble Nook Is Delayed Flat PC Shipments Hurt Dell's Stock Ballmer Says Windows 7 Sales Good New Pogoplug 'Cloud' Gets Social Verizon Wireless isn't holding back when it comes to its new DROID smartphone. The company has rolled out a series of advertisements poking fun at Apple's iPhone. In its commercials, Verizon brings attention to what the iPhone does not do and highlights all the features of its new Android-based DROID. The ads seek to convince consumers to buy the DROID instead of an iPhone. Verizon launched the DROID on Wednesday. The Motorola-made smartphone is powered by Android 2.0, has high-speed Web browsing, a customizable screen, voice-activated search, and access to 10,000 Android applications. In its "iDon't" ads, Verizon points out that unlike the iPhone, the DROID has a keyboard, updated Google Maps with turn-by-turn directions, and an open platform. The device, which costs $199 after a $100 rebate and a two-year contract agreement, is slated to hit store shelves on Nov. 6, according to the company. Coming Up Short While Verizon is having fun introducing its device and poking fun at Apple's iPhone, analysts say it won't last long and won't hurt iPhone sales. "I think they are going to move away from the "iDon't" campaign, said Interpret analyst Michael Gartenberg. "That was more of a tease to grab people's attention. Fundamentally, Verizon has to make the DROID case stand alone." Creating negative campaigns against Apple hasn't worked well for competitors in the past, according to Gartenberg. "In too many cases they are going to come up short," Gartenberg said. "What Verizon needs to do is emphasize the Verizon strengths relative to the 3G network." "Single-handedly is this going to bring down Apple sales of the iPhone? I don't think so," said Ramon Llamas, an IDC analyst. "You can poke holes but cannot take away from Apple's strength with the iPhone here in the U.S., because the iPhone has a very special place in the U.S. market." While Apple has had great success with the iPhone since its launch two years ago, Motorola has developed a powerful device. "This is for the serious smartphone user who understands the different widgets and applications," Llamas said. "Make no mistake, this thing is packed and the way Motorola designed this -- this is the workhorse for a lot of tasks." At The Center Some observers are debating which company is at the center of the campaign and who will benefit most from the DROID. While Verizon plans to put a lot of muscle behind its DROID marketing campaign, both Motorola and Google will benefit more than the wireless carrier, according to Gartenberg. The campaign is a showcase for Google and its Android 2.0 operating system and Motorola, which has been treading water, will benefit from being at the center of a major ad campaign.   Advertisement  Digital Life 1.   FAA Glitch Causes Air Travel Delays 2.   Call of Duty Is Setting Records 3.   Palm Pixi Is Stylish But Sluggish 4.   Watchmakers Turn to the iPhone 5.   TV on the Go Is a Little Lacking Frugal Twitter-Only Device Offered TwitterPeek doesn't need a data plan. Average Rating: Multimedia E-Reader Unveiled Creative Labs prepares Mediabook. Average Rating: Motorola's Droid Appears Strong Early estimates put sales at 250,000. Average Rating:

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