Wildfire Tech PR Blog

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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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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Five tech stories I won’t miss in 2015

Posted by Pelin Wolk on Dec 18, 2014

blah, blah, blah,Lists are classics at the end of the year: Christmas lists, resolutions for the coming year, and annual wrap-ups such as Top Three Most Watched YouTube Videos, Top Five Awkward Francois Hollande Moments 2014, and, of course, Top Ten Tech Stories 2014. Lists are all time favourites of journalists to provide a quick read for people who want to be informed but don’t want to go in too deep. They are snappy pieces of content that are to the point and therefore super popular.

Of course, really, lists are only ever an adequate way to cover issues that are simple and straightforward enough to be presented as something as trivial as a list. Which tech stories normally are not.

Still, in honour of the tradition – and mainly because these stories don’t deserve any better – here come my 2014 top five most hated tech stories, the ones I can do without in 2015:

1) Apple watch launch date/price/use speculation

Speculations around the launch of Apple watch mainly revolve around a single question; Will it be a success?…

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Can retailers cater for the smart Christmas shopper?

Posted by Jhanvi Gudka on Nov 05, 2014

chrimbshopYet another year has flown by and the time for family, mulled wine and an overload of food is fast approaching. However, what would the day be without a gift or three? With less than two months to go before Christmas, consumers and retailers are bracing themselves for the imminent festive shopping spree.

December 2013 saw online trade cater for almost 20% of all Christmas sales, revealing record figures for the amount of internet shopping. Couple this with the proliferation of the smart technology that has defined recent years and it’s clear that retailers must revolutionise the shopping experience to match customer expectations.

Personalising the relationship

In a trend that is growing exponentially, consumers now expect a connected and seamless experience on all of their devices, regardless of whether they are shopping online or in-store. A recent survey conducted by Leadership Factor across 2,000 consumers, revealed that almost 25% of people feel frustrated when retailers have no record of their customer history, despite having been previously asked to divulge their details from a different device.…

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Get your head out of the cloud

Posted by Joe McNamara on Nov 05, 2014

cloudAccording to Cisco’s Global Cloud Index, global cloud IP traffic will account for more than three quarters (76%) of total data centre traffic by 2018. The forecast estimates that global cloud traffic will quadruple over this five year period, expanding at 32% CAGR until 2018.

Fascinating stuff… but the concept of cloud computing is one of the most oversimplified and misunderstood in the entire technology industry. For the tech PR, the challenge is to make sense of the cloud behemoth and more importantly find ways of differentiating their clients’ cloud-based services.

Let’s be clear about one thing though. Cloud is fast becoming an indefinable term. It refers to enterprise storage and applications that allow people to access and use information from multiple sites. It also refers to what are commonly termed ‘personal cloud’ services such as Dropbox, Google Drive and iCloud.

But what people tend to forget is that online chat services (Facebook, Skype); email clients (Gmail, Hotmail); productivity apps (Evernote, Wunderlist); online dating (Tinder, Match); music streaming and sharing services (Spotify, Soundcloud) are all cloud-based.…

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