Wildfire Tech PR Blog

Electronica 2014: The double-deckers are back

Posted by Andrew Shephard on Nov 14, 2014

Having spent three days in Munich this week at the Electronica trade fair I am happy to report some very positive signs.

And just to make sure, I corroborated my observations with some key industry media contacts I met there and everyone seems pretty positive about what we saw at the Messe.

OK there was nothing really earth shattering in the form of announcements or many real technology breakthroughs to analyse, but there were several positive things to take away.


First, there were lots of visitors, especially on Wednesday and Thursday and they were engineers, engaging with suppliers, discussing projects.

Electronica 2014 visitors


Second, there were some fantastic stands, both in size and presentation effort. I’ve not seen stands that big in Munich for over 10 years, some confidence has certainly returned.

Electronica 2014 stand


Third, there was an up-beat atmosphere, lots of senior people on stands getting involved.  And refreshingly a hint of fun without too many tasteless stunts, along with solid demonstrations of cool and innovative products.…

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Why I fell for LG’s new Tamagotchi phones

Posted by Hannah Wright on Nov 13, 2014

TamagotchiWhen I first read about LG’s new ‘Aka’ phone range in TechCrunch, I couldn’t help but feel a little warm glow in my belly. Growing up with the classic memorable and interactive toys such as Tamagotchis and Furbies, I’ve always had a soft spot for technology that holds a mind of its own.

But now with the Aka phones, we’re moving away from the typical ‘nurturing’ model of these toys and onto something slightly more independent. Incidentally, this may be music to some mother’s ears. I know my own mum was tormented by the muffled yelps of a Furby that had been shut away in the wardrobe after hours of endless requests (in “Furbish”) to play with me.

The Aka’s are instead promising to provide an “emotional connection” between people and their phones with the help of four different personality character sleeves. YoYo (the pink one), Soul (black), Wooky (white) and Eggy (yellow) are brought to life by a clever microchip hidden in each coloured phone cover.…

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We are going to do inbound marketing, so why would we need PR?

Posted by Debby Penton on Nov 12, 2014

inboundInbound marketing is the latest big thing when it comes to B2B marketing and lead generation. And the tech sector is hot for it. Recent research by Sirius Decisions showed that use of marketing automation systems is at its highest amongst US B2B tech companies with 65% adoption, and we are seeing an increasing number of clients and prospects over here doing or considering the same.

And who can blame them. The mighty content generating machine that is Hubspot makes for a compelling and noisy story. And it seems so simple. There are natty little equations that tell you how many leads you can generate by adding in xx many blogs and xx many hero pieces of content and xx tweets. It’s like lead generation sausage machine nirvana.

But where is all this content going to come from? And with all your competitors deploying the same tactics, your prospects are going to get much better at blocking out your brilliant “5 top tips to optimising your xxxx” article.…

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What is 5G? It’s whatever marketing wants it to be

Posted by Darren Willsher on Nov 11, 2014

Mobile transmitterAnyone with even a passing interest in telecoms will have noticed the deluge of stories on 5G in the last few months. From the UK’s 5G research centre through to companies claiming all manner of firsts, it seems as though every other story suddenly has some sort of 5G angle.

And why not – it’s a nice sexy topic (well, sexy for telecoms) and since there was much excitement over 4G, surely 5G will mean that whole 4K movies will download before we’ve even asked for them and the entire internet will be at our fingertips?

No one knows

The first issue with 5G is that nobody really knows what it is yet. 5G doesn’t mean a set speed or ability to download anything quickly. It’s actually a complicated set of standards and architectures that need to be defined and agreed, and the fact remains that it’s still very early days in this process.…

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What I want from a smartwatch or fitness tracker

Posted by Ian McKee on Nov 10, 2014

SmartwatchesThe views on smartwatches in the Wildfire office are, well, varied.

Personally, I would love a smartwatch, or a fitness tracker. Something that I wear on my wrist and does some clever stuff. I’ve gone through phases of wearing a watch all my life, I’m a bit of a fitness freak and tend to buy the latest smartphone as soon as I can. So I’m a prime target.

But I haven’t bought a single fitness tracking device or smartwatch yet, because none have really come near to fulfilling my checklist of requirements.

I’m not sure whether to call this device a smartwatch or a fitness tracker yet, because I want elements of both categories in one device. A watch that has a screen that displays notifications and stuff is not enough. A fitness tracker with no screen but tracks all my movements is not enough either.

I viewed the Apple Watch launch with excitement and anticipation, being an unashamed Apple fan I was convinced it would be the company to come in and sort out this category.…

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