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The moment the authorized reseller stores were open, I rushed down to get my grubby hands on one.

But would you believe it, one reseller in town didn’t have it and had no clue when it would reach Singapore, the other had a 2 week pre-order waiting list. In the end, I had to get my baby through the online store. They gave me an estimated 6 days waiting time before I could get it. Oh the suffering!!!!

But I digress. My bug bear here today is not how come I have to wait for my new toy when Steve Jobs specifically states that they are “in store right now” but how come every time Apple barks I jump, but when one of our very own local brand announces a new spanking portable video player, I don’t even lift and eyelid.

Claiming to have won a consumer’s choice award (I wonder who these supposed consumers are that always seem to think the products from this local brand, let’s call them brand C, are so great that no one seems to want to buy them), this new portable video player made its debut at the recently concluded Comex show.

I can’t for the life of me understand how understated Brand C’s launch of their new flagship product was. Feature wise, it’s got to be one of the leaders in its product category. It has got a big bright widescreen, great storage capacity and a reasonable price point, all the things that consumers have been clamoring for. Is it going to sell the millions needed to make it an entrenched incumbent, don’t hold your breath on this one folks.

Being a trailblazer in the portable video player market is not enough, where is the bloody marketing. Are people excited about Brand C’s new product? Outside of a few review sites who find it quite brilliant, there is just no consumer buzz about it. Apple announces a “show” press conference and the world waits with bated breath.

I know many companies that will pay through their noses to find out that secret. Come on folks, it’s not all that difficult. People love to be entertained, give them what they want. Create a spectacle, have a good front man and some nifty (it doesn’t even have to be revolutionary) products to show and, most importantly, start creating some grassroots buzz.

Its not who has the biggest, best, most feature filled time machine. No one gives a hoot if it does not give them the tingly feeling when they think about owning one. Time travel can be cool but who in the right mind wants to do it in a Volvo?