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Palm Hopes to Use New Ads
To Showcase Operating System

By PUI-WING TAM
Staff Reporter of THE WALL STREET JOURNAL

As the Christmas shopping season heats up, Palm intends to position itself as the principal provider of operating systems for handheld devices, rather than as just the supplier of the hardware.

Thursday, the Santa Clara, Calif., company will unveil an ambitious $100 million advertising campaign that will span television, radio, national magazines, newspapers and the Internet. Palm plans to showcase the thousands of software applications that can run on a handheld computer -- from golfing programs to blood-measurement applications to a GPS mapping system -- all of which rely on Palm's operating system.

Many of the ads, developed by San Francisco agency Citron Haligman Bedecarre, won't even show the Palm machines but instead will display only the device's screen pictured against soaring landscapes and smiling faces.

"We're repositioning ourselves as the leading mobile platform provider," says Satjiv Chahil, Palm's chief marketing officer. "If you can dream it, you can do it on a Palm. Our new advertising mission is to communicate this message across all the forms of old media and new media."

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