October 16, 2007

Ever-Empty Helio Store Says It All

Helio Store Nyc

If there’s a brand in the US that got it wrong, it has to be the Helio mobile phone brand. The brand has been off-message, off-style and just tried too hard to be seen as cool rather than try hard to be so good that the brand becomes cool.

The thing is, we understand that the phone service is pretty slick - it should be as it’s the only major 3G phone service in the country - but the brand has been off-message, off-style and just tried too hard to be seen as cool rather than try hard to be so good that the brand became cool. (We were reminded to write about Helio after seeing the Helio ad on the back of Good Magazine… how “trying” is that??)

Some branding and ad and media agency somewhere has advised an ill informed client the wrong strategy. The ultimate example of a brand gone wrong is the flagship store on Broadway in NYC (pictured). The store has been empty since its doors opened. The crappy AT&T store further up the road is full of kids mucking around with the gadgets but the store is empty. As far as we can make out from when we pass they only people who come in are the store-clerks’ friends to goof around to make the time pass until it all comes to an end. Which surely - despite renewed investment - must be soon. No?

Article categories: Advertising & Branding, Electronics & Gadgets, Retail, Telecom

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20 Responses to “Ever-Empty Helio Store Says It All”

Christian
Posted from: 204.119.143.114
October 16th, 2007 at 7:23 pm

subjective and wishy-washy assessments like “got it wrong” and “off-message, off-style and just tried too hard to be seen as cool” in addition to the plain wrong “it’s the only major 3G phone service in the country” make for shoddy editorial.

psfk, i expect better!
andy brown
Posted from: 71.148.37.248
October 16th, 2007 at 8:16 pm

ive noticed the same with the Helio retail location in Santa Monica, its often times empty, and that has lead me to go in a few times. the vibe inside is everything thats supposed to be there is there, except for the demographic that all the stuff is supposed to attract.
Greg Stolny
Posted from: 76.81.76.52
October 17th, 2007 at 12:25 am

Yeah just like the cool Amp’d store that was always empty…Wait that’s right Amp’d didn’t have a store. It’s obvious bad news always attracts more views than positive but this whole article is based on a picture of an empty store! Newsflash tough guy I used to work at a Cingular store and guess what? pre-70 million customers, Pre- iPhone…my store often looked just like this. Also have you ever been past like a Bose store?? Yeah always empty but they just happen to the #1 in home theater system sales so all I have to say to the author is this is a pretty weak way to grab someones attention and trying impede someone’s business by ringing your own doomsday alarm. P.S. I am biased I have an Ocean and I am cool because of it so PEACE!!!!
Thomas
Posted from: 68.48.116.122
October 17th, 2007 at 3:01 am

Helio did not get it wrong. As a cell phone dealer that carries all types of cell phones both online (www.heliobuy.com) and through our retail channels, we have seen nothing buy strong demand for Helio throughout the year. From the Ocean to the Fin, they keep rolling out hot products one after another.
Ryan Cezerk
Posted from: 204.119.143.114
October 17th, 2007 at 4:16 pm

This is a garbage article. Wireless stores always look empty unless a new product is out (iPhone for example). Plus the pic looks like it was closing time. Why does the paragraph repeat itself?

psfk, do yourselves a favor and just delete this one. At least have someone with some editorial skills look it over.
Ryan Cezerk
Posted from: 204.119.143.114
October 17th, 2007 at 4:19 pm

This is a garbage article. Wireless stores always look empty unless a new product is out (iPhone for example). Plus the pic looks like it was closing time. Why does the paragraph repeat itself?

psfk/Piers, do yourself a favor and just delete this one. Maybe that’s harsh, but at least have someone with some editorial skills look it over.
Piers Fawkes
Posted from: 64.94.163.210
October 17th, 2007 at 7:38 pm

Guys,

Appreciate the feedback. There’s no one in the Helio store, ever. Even at launch. It’s a dead in the water brand.

Have you seen that joke of a stand Helio has in LA’s The Grove? Just adds to the argument…
Chris Sanger
Posted from: 24.118.111.63
October 17th, 2007 at 7:41 pm

Agreed, the article is lacking, however- Helio is following the amp’d business plan, nearly to the T, what makes them think they can do any better? The market segment they are competing for is completely saturated and frankly their phones leave plenty to be desired in the design department. Either way, assuming they do succeed, and more power to them, the real question begs- how are they going to avoid the collections problems faced by amp’d?
Piers Fawkes
Posted from: 64.94.163.210
October 17th, 2007 at 7:52 pm

Christian - your IP number is 204.119.143.114 - you work for Sprint who back Helio
Ryan - - your IP number is 204.119.143.114 - you work for Sprint who back Helio
Chris - your IP number is 24.118.111.63 - which is a cable ISP so you could also work anywhere - but you also live in Minnesota where Sprint is based.

AND HEY: I’m not saying the product is bad. I’m sure it’s good with all that Korean tech - the branding and advertising has been appalling
5000!
Posted from: 69.224.37.225
October 17th, 2007 at 9:44 pm

C’mon, Piers. Accusing anybody that disagrees with your poorly edited article of being a corporate shill is totally immature. You’re trying to pass off a blatant opinion piece as studied editorial, here. Where’s your research? Where are your outside sources? If you don’t want people to call you out, don’t give them the ammunition to do so.
Yo Yo Ma
Posted from: 69.235.224.154
October 17th, 2007 at 10:13 pm

This editorial sounds like it was written by a 12 year old. Why do you repeat the same strange sentence about “trying hard to be cool”? Take 10 seconds to check your grammar before posting something like this.
Greg Stolny
Posted from: 76.81.76.52
October 18th, 2007 at 2:54 am

wow…so people disagree with you and you publish their ip address and accuse them of working for a Helio supporter! That’s crack journalism there! Another newsflash buddy Sprint is not a Helio backer they simply lease them airtime smartguy as a matter of fact Sprint has relesed rate plans and devices in direct competition with Helio! But I am sure you knew that right?? Wait make sure you check my ip address before you respond. So you right a scathing email about the state of a business some people actually like and then out them when they defend it! Shall all of us Helio supporters where armbands so you can better identify us Mr. Ikeman? let me know when your going to post your next editorial so I can have my barf bag ready…
Coleman Horn
Posted from: 74.75.13.124
October 18th, 2007 at 9:18 am

P; I’m with you on this one-

Is it me, or does the helio logo look like a a girl’s skate brand from the 90’s..

C/
What is going on?
Posted from: 166.77.6.4
October 18th, 2007 at 10:30 am

It seems that Fawkes is not alone in his poor writing. I am sure this is something that will be addressed in the future - most of these “trend spotting” blogs share the same over achieving obnoxious tone in their writing.

Thrillist has the same problem.

Before you critique a brand’s strategy, remember your role. You are a blogger.
Mitchell
Posted from: 66.251.80.2
October 18th, 2007 at 1:26 pm

See: http://agencyspy.wordpress.com/2007/10/17/helio-deutsch-la-tsk-tsk/

No matter what you say. Helio could be doing better and their marketing strategies are questionable at times.
Chris Sanger
Posted from: 24.118.111.63
October 18th, 2007 at 2:33 pm

To be perfectly clear, I do not think Helio is going to succeed. As I said, they are following amp’d’s (that just looks awkward) business plan without any real variation (other than seemingly spending less on marketing)

According to Amp’d Mobile’s (that looks better) own PR department they failed because they grew too fast. They were working on leased air time, exactly like helio. They attracted tons of customers and they failed because they could not collect any money from their customers. Something like half (or more, i dont recall) of their accounts went unpaid. So the more customers they attracted the deeper into debt they went.

Which makes me wonder, is this a problem that is going to be faced by any cellular company marketing at this demographic?

what percent of college/high school kids are actually going to pay that $130 dollar monthly bill and what percentage is going to be a liability to a company working on leased air time where there is such a small margin of liquidity to work with?
Chris Sanger
Posted from: 24.118.111.63
October 18th, 2007 at 2:35 pm

edit-
change less marketing to misplaced marketing
Chris Sanger
Posted from: 24.118.111.63
October 18th, 2007 at 2:37 pm

To be perfectly clear, I do not think Helio is going to succeed. As I said, they are following amp’d’s (that just looks awkward) business plan without any real variation (other than having a misdirected advertising campaign)

According to Amp’d Mobile’s (that looks better) own PR department they failed because they grew too fast. They were working on leased air time, exactly like helio. They attracted tons of customers and they failed because they could not collect any money from their customers. Something like half (or more, i dont recall) of their accounts went unpaid. So the more customers they attracted the deeper into debt they went.

Which makes me wonder, is this a problem that is going to be faced by any cellular company marketing at this demographic?

what percent of college/high school kids are actually going to pay that $130 dollar monthly bill and what percentage is going to be a liability to a company working on leased air time where there is such a small margin of liquidity to work with?
portscan
Posted from: 24.183.196.202
March 28th, 2008 at 11:18 pm

I have HELIO and love it just fine. If it fails, it fails. As long as they remain in service I will use it. My device works fine and all the features of the device work as described. Everything unlimited for 99 bucks a month, i’ll take that. Leased airtime is fine with me… As long as I can pick up my HELIO and make a call I don’t care how it gets there.
sgeine
Posted from: 76.213.234.214
July 16th, 2008 at 6:25 am

Referenced IP Address
204.119.143.114
This is actually a Helio Corporate IP address not just a random sprint ip (sprint btw is not a helio supporter, helio’s their customer). I recognize it from when i worked there. Their Corporate Office in Westwood is NATted behind it. SK Earthlink is what helio was called before it was incorporated as helio.

SK-EARTHLINK, LLC SPRINTLINK (NET-204-119-143-112-1)
204.119.143.112 - 204.119.143.127