UNLIKE iPhone 3G launches elsewhere, which saw fans queue up for days beforehand of the queue, Singapore’s launch event appears to be shaping up to be kinda tame.
By 4pm, there was just a trickle of people – five to be exact. In fact, there were more burly men in black tight-fitting “Security” shirts than customers.
SingTel, which had scored an exclusive deal to sell the device months ahead of rivals StarHub and MobileOne, had clearly learnt from the fiascos in other launch sites, swamped by over-anxious iFanatics and plagued with activation problems.
They managed it perhaps too well, to the point that the event was missing the spontaneity and buzz such events should have, and that I came expecting.
To ensure a smooth launch event, SingTel’s launch was reservation-only, that is, only those who had been contacted would get the device. No others would get the iPhone, no matter how early you came.
And those who would get the device were also given time slots at which to turn up to get the device.
This likely contributed to the paltry turnout.
Despite this, more people trickled in. By 7pm, there were 17 in the queue, including a Thai and Bangladeshi worker who told The Straits Times they were there on behalf of their bosses. They didn’t say if they were getting paid.
The number doubled by 8pm, and by 10pm there was, according to SingTel – 81.
Finally, a decent crowd!
Security promptly herded them from the original queue site, to the actual launch site, a custom-built glass and steel cube at SingTel’s Comcentre headquarters.
I think there are might still more burly security men than customers, though.
Too slick, too well managed.
"Uniquely Singapore lah," said Straits Times photographer Mugilan Rajasegeran.
Sounds about right.
1am Update
It’s just after twelve, the first iPhone has been sold, and the rest of the 300-strong crowd is eager to get their hands on their set too.
Hey, bragging rights only work if the person you’re trying to show-off doesn’t have a set yet, right?
At this time, the VIPs and media have mostly left, what’s left now is the business of making sure these customers go home happy.
And SingTel has this part locked down tight.
Even before customers enter the glass-and-steel cube SingTel had custom-built to sell the iPhone at its Comcentre headquarters building, its staff have already worked the crowd, explaining the different plans explained, answering customers queries, making sure that when they hit the store proper, customers just need tell the retail staff what colour and model of iPhone, and the price plan, they want.
Done in minutes, no bottleneck due to as far as I can see.
OK, so it wasn’t as spontaneously festive or rowdy as Straits Times photographer Mugilan and myself were hoping for - a catfight or better still, a riot, would make a nice story and picture for today's paper and website.
But perhaps the people there past midnight in hopes of laying their hands on an iPhone aren’t looking for a party or to hang out with other iPhone fanatics.
Maybe they just want an iPhone.
And SingTel, say what you will, is doing a good job making sure that happens.