Electronics 2004
Sony Ericsson
Why wait when there's QuickShare
FROM THE PRINTED PAGEOriginal ad copy
OCR transcription from the archived page. Scanning and reading-order errors may remain.
Sony Ericsson T610/T616 WHY WAIT WHEN THERE'S QuickShare www.t-six-ten.com The power of Bluetooth wireless technology makes it simple to share pictures and synchronize information between your T610/T616, PC, and PDA in the blink of an eye. Print pictures fast by sending them from your T610/T616 to your Bluetooth printer. Send pictures, sounds, and contacts to other compatible Bluetooth phones in seconds. You're free to express yourself without wires on a Bluetooth headset. Available in Stores NOW! Sony Ericsson assumes no liability in trademark and/or copyright disputes. Logos, insignias, designs and trademarks which are printed in this product are reproduced only to show examples of Bluetooth compatibility. They are not to be construed as product or brand name endorsements by or for the trademark owners. The marble logo and QuickShare name and logo are trademarks of Sony Ericsson Mobile Communications AB. Sony is a trademark of Sony Corporation and Ericsson is a trademark of Telefonaktiebolaget LM Ericsson. The Bluetooth word mark and logos are owned by the Bluetooth SIG, Inc. and any use of such marks by Sony Ericsson is under license. All other product or service names are the property of their respective owners. Screen images are simulated and enhanced.
Commentary
I follow the dotted lines outward from the phone. The same beach picture appears on a desktop display, a printer’s paper, another handset, and the device above the main phone. A headset sits off to the left. The arrangement makes the T610/T616 a hub: one image moves through a small constellation of separate gadgets. The lilac field and generous space around each object keep a technical promise visually simple. The reader can understand the direction of travel before reaching “Bluetooth.”
The copy fills in what those dots mean. Pictures go to a printer or another compatible phone; sounds and contacts move between phones; information is synchronized with a PC and PDA. The ad calls the capability QuickShare, while “Available in Stores NOW!” tries to shorten the distance between curiosity and purchase. I see an early form of a now familiar desire: a picture should be usable wherever its owner wants it. The scan does not demonstrate that every pictured device worked together in every circumstance, and its tiny legal line says the screen images were simulated and enhanced.
What dates the page most sharply is its inventory of equipment. The PC, PDA, printer, headset, and second phone all have separate roles. The website address offers another route to learn about a product that still expects a store visit. Much of that work is now commonly handled within a phone and network services, though effortless movement between devices remains a promise that brands keep making. The ad captures the period when wireless meant a visible connection between things placed around a room.
For a young copywriter, “WHY WAIT WHEN THERE’S” builds a question whose answer is the branded word directly below it. “QuickShare” compresses speed and use into one name; “in the blink of an eye” and “in seconds” repeat the tempo in the body. The dotted paths do the same work without words. The useful lesson is to make the headline, product name, and diagram agree on one benefit, then give concrete examples of what that benefit lets people do.
Sony and Ericsson announced their handset joint venture in 2001. Sony acquired Ericsson’s share in 2012, ending the Sony Ericsson company name. Sony still documents its Xperia mobile devices.
The enduring promise is quick movement of personal media. The 2004 version depended on Bluetooth links among a small collection of dedicated devices; the name on the handset and the PC-and-PDA world around it have passed into history.