Wildfire Tech PR Blog

Project Ara: Build-a-Bear for smartphones

Posted by Chris King on Jan 20, 2015

PhonebloksLate last week the tech world got a bit excited about Project Ara, Google’s latest venture into the world of ‘modular smartphones’, which could conceivably flip the industry on its head by allowing consumers to choose the components and modules that go into their phones.

Inspired by Lego, you start with the shell of the phone then choose the processor, memory, battery, camera, and so on to create the smartphone that’s perfect for your needs.

Theoretically the project could mean the end of phone upgrades as we know them, in the sense that with Ara you upgrade the component parts rather than the whole device. For example when a better camera, screen or processor comes along you whip out your old one and plug in the new one — with everything held in place by clever magnets.

A very basic initial version of the device will be available this month but according to PC Advisor it won’t be until the second and third generations later this year and into 2016 when there will be features like 4G LTE (or even 3G) and cameras that you’d actually want to take pictures with.…

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8 reasons why being an Apple fan is just like being a Chelsea supporter

Posted by Ian McKee on Jan 15, 2015

Chelsea FCI’m going to get some stick for this post, In the Wildfire office – and possibly elsewhere. But the fact is, I am a fully paid up member of two of the World’s most hated groups, being both an Apple and a Chelsea FC fanboy.

Fortunately, being an Apple and a Chelsea fan means I am far too superior to care about what anybody thinks (I jest! …sort of).

Being in this privileged position however, I can’t help but notice the numerable similarities between the two. I’m probably imagining things, but it does seem to me that there are inextricable links between the technology company and the football team.

So sorry Fandroids and Man Utd supporters, but I had to put this list together, (and I’m not really sorry). Let me make my case.

1. Both have a ‘Special One’ figure who has enjoyed a second coming

Apologies for the quasi-religious language here, but it’s hard to avoid when talking about these two.…

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A cold turkey Christmas or all teched out?

Posted by Juliet Philip on Jan 14, 2015

Off switchHow did you spend Christmas? Did you put your smartphone, tablet and laptop to one side and fully engage with the festive season? Or did you spend most of your time tapping on your keyboard or playing on your games console?

Tech PRs and journalists are notorious for keeping an eye on their phones at all times “just in case I miss something” and I would suggest that at Wildfire we are much the same.

However, this Christmas I found myself in cold turkey as I was on a cruise and at sea for days at a time with no access to Wi-Fi, except at vast expense. I had given it no real thought beforehand, despite deciding to leave the iPad behind because of lack of connectivity, and it turned out to be a shock to the system.

It wasn’t just a shock for me, but for many others too if the scores of people hunched over phones, tablets and laptops as soon as the ship docked is anything to go by.…

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Has France taken the UK’s start-up crown?

Posted by Richard Parker on Jan 13, 2015

Arc de TriompheWith most of the talk from CES around wearable tech, electric roller skates and drones, I was surprised when the Radio 4 Today programme report from the Las Vegas show touched on tech innovations coming from European firms.  Yes there were lots of small UK based companies present, but the big surprise was the number of French companies.

We expect the UK to be a force in technology start-ups: we have a vibrant and long-standing reputation for founding innovative new technology companies, but France?  They have never really been in the same league – sorry France but you know it’s true.

So how have they advanced so quickly?  Well, they have their government on board for a start – two government officials were at CES to spread the word. And the launch of LaFrenchTech nearly a year ago gave its drive a focus.

The rise of the French tech start-up scene reminded me of a conversation I had with Sarah Macken, CEO of ESCO last year.…

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Dear Katie Hopkins: hands off CES, we all need it

Posted by Juliet Philip on Jan 12, 2015

CES 2015As a tech PR agency we at Wildfire can get lively on many topics but last week the conversations took off when discussing the piece in The Sun by Katie Hopkins (I didn’t know, either) entitled ‘Tech, it’s all geek to me’.

Here is someone who is probably glued to her phone, hopping between social media to see who is following her, but feels that she can damn the people who have brought all this to her fingertips.

Her description of those gathered in Las Vegas this week included that they are pale-skinned nerds that spend daylight hours in dark bedrooms, still living with their mothers, and eating “spaghetti hoops cold from the can as they haven’t sussed out an oven.”

She also suggests that “it might be kinder to the world if we detonated Vegas” while the techies are there. Nice – especially given the horrific events in Paris.

Now I am not a geek or nerd in the true sense of the word (at least I don’t think so) but I do love my iPad and iPhone and the access they give me to the wider world.…

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