Stars & Smartphones

When reading Kevin Tofel’s live blog of Blackberry 10 launch, I saw that Alicia Keys was invited on stage to help with the launch and give it a little bump. [She is the new global creative director at RIM, by the way.] It reminded me of the Windows Phone launch with Jessica Alba coming out as a celebrity endorser. I wonder why these companies think they need endorsement from these so called stars. It is not like they are huge influentials and make a purchasing decision easy. Interesting, at Apple launch events, the only star is the iPhone.