Wildfire Tech PR Blog

How Microsoft’s ‘mobile first, cloud first’ strategy is encroaching this Apple fan boy’s working life

Posted by Ian McKee on Jul 28, 2015

Satya NadellaI am an unabashed Apple fan. But I’ll never try very hard to defend Apple software. Hardware, obviously. At the operating system level, Apple reigns supreme. At the individual application level? Not so much.

I have a folder on my iPhone titled ‘Apple Cr*p’. It’s where I put all the stock Apple apps that I don’t use but can’t delete, because there are better versions of each that have supplanted them. Occasionally I’ll scroll through it and think, “why doesn’t Apple acquire all the app developer companies that have built the better apps that have led me to do this?”

Before now, I’ve come up with a list that looks a bit like this:

  • Reminders = Wunderlist
  • Notes = Evernote
  • Calendar = Sunrise
  • Mail = Mailbox (or… Accompli)
  • Weather = Dark Sky

It’s not as if Apple doesn’t have the cash to acquire a few relatively small development companies. And it would make sense as an extension of the kind of developer support Apple support prides itself on.…

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The future of wireless – we’ll get what we pay for

Posted by Richard Parker on Jun 30, 2015

FWIC15Last week Wildfire was at the Future of Wireless International Conference, the Cambridge Wireless annual get together that looks at the big trends for the wireless industry from chips through to mobile operators and the businesses who rely on mobile connectivity.

With an impressive mix of speakers across the two days, the event covered all the aspects you’d expect, but with two fairly consistent (if not always stated) themes.

Day One: Wireless is dead, long live wireless

The opening session of the conference focused on the increasingly rapid rate of change of technology and the discontinuities that would change the whole market place. Apparently the average time a company spends in the S&P 500 is now 15 years, down from 67 years in the 1920s – and it gets worse. In 8 years time “more than 3/4 of the S&P 500 will be companies that we have not heard of yet”.…

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Finally fell for the technology sell

Posted by Andrew Shephard on Jun 16, 2015

Laser eye surgeryAs I’ve stated before on this blog I’m a technology late adopter, slightly ironic in my position I suppose but there you go. I embrace new commercial and consumer technology but actually don’t like paying a premium for it. I wait until the early adopters have paid top money and the demand curve has levelled out before I get mine. However, I might be going soft, I broke with tradition this year and allowed someone to deploy technology on me physically, as an early adopter – because it just sounded cool.

Two weeks back I let a talented surgeon point femtosecond laser at my eyes to correct for the impact that years have taken on the muscles, and to improve their general suitability for the purpose of seeing things. The cool bit that got my attention? A promise of zapping two lenses in to one eye, which was originally designed a very very long time ago with just one, to give the prospect of proper near vision – so I can still see to mend fiddly things without the annoyance of glasses – in addition to having corrected distance vision.…

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Robot doctors – a tech step too far or a lifeline for patients?

Posted by Kat Farminer on May 13, 2015

Telemedicine_ConsultAs someone with recent, first-hand experience of using the NHS, I have to say I was impressed. But it also left me reimagining the whole organisation in my head and how technology could make the world of difference to my experience.

Just to caveat, I’m not talking about advancing medical science here. The fact the I can have an operation, not feel a thing and wake up safe and sound the other end was mind-blowing. I’m talking about the admin of it all. I’m sure it cannot just be me that is left tearing my own hair out by the utter painful tedium that is dealing with NHS administration.

I’m not saying that technological advancement is going to change established routines overnight. But even on these brief visits I witnessed several ways I believed the process could have been sped up by embracing the digital world that most other industries adopted long ago.…

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Why aren’t traditional PR tactics enough any more?

Posted by Debby Penton on May 06, 2015

Unknown“Traditional” has become a bit of a dirty word in PR terms. It implies the reliance on old school tactics in today’s complex media environment. And while I would agree that it’s just not enough to rely on the traditional tactics to cut through the noise for clients these days, I thought it would be worth exploring a couple of these traditional tactics to see what’s changed.

Press releases: Dead or alive?

The humble press release has been much maligned in recent years, and we have seen many proclamations that it is in fact dead. It’s not, it’s very much alive, and will continue to be so. Try picking up the phone to a journalist and selling in a story. If they are interested then nine times out of ten, they’ll ask you to send over the press release. (They may also ask you to do this if they are not interested of course, as it’s a nice way to get you off the phone.) It helps them assess the value of any story quickly (they read headline and first paragraph if you’re lucky) as well as providing key facts and attributable quotes.…

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