Forum Login

Phase One IQ260/280 Wireless Tethering

A Fourteen Minute Video

© 2013 The Luminous Landscape Inc. All Rights Reserved

The new IQ200 series backs from Phase One all have wireless tethering built-in. Phase One has managed to squeeze a Wi-Fi transmitter / receiver into their basic back design and this now allows for wireless hookup via their Capture Pilot software for the iPad and iPhone.

In early March, 2013 Kevin Raber visited and brought a pre-production IQ260 for us to test. The above video shows how it performs in the field. Even at this stage, still a few months before commercial introduction, the speed and convenience of working with the IQ260 was most impressive.

March, 2013


During mid-March, 2013 I was visited by three executive from Phase One. This allowed me to produce four brief videos about the new backs, along with an interview with the company's CEO. But I also received more than a few emails by people wondering why I was giving so much coverage to one company. Did I have a special relationship with them?

The answer is that Phase One knows how to play the public relations game. Visit an influential reviewer, bring a new product for evaluation, and make senior executives available for interview. Works like a charm.

Other companies are similarly savvy, including Leica, who will allow journalist tours of their factory along with interviews with executive and engineering staff. Some other companies hold media events, and while these opportunities are for larger groups of journalists, they are thus less personal and therefore less effective, but they at least do them.

More than a few other companies figure that running print ads and issuing new product press releases is enough. That's fine. I'd love it though if more companies were like Phase One and Leica, and became more forthcoming with their executives and new products. I know I'd enjoy it, and I think that likely you would to.

So – special relationships? Yup, with companies that get their management out from behind their desks to tell their stories to journalists and the users of their products. Come on guys. Step up to the plate.


Filed Under:  

show page metadata

Concepts: Squeeze, Mass media, Journalist, Special Relationship, Bluetooth, IPhone, Interview with the Vampire, Journalism

Entities: Phase One, Leica, Michael Reichmann, Kevin Raber, Wi-Fi, iPhone

Tags: Phase, new product, companies, new IQ200 series, wireless tethering built-in, Capture Pilot software, public relations game, new product press, Kevin Raber, Wi-Fi transmitter, new backs, wireless hookup, basic back design, commercial introduction, special relationship, influential reviewer, brief videos, senior executives, journalist tours, engineering staff, larger groups, media events, print ads, special relationships, new products, Leica, journalists, interview, company, iPad, mid-March, Yup, iPhone, receiver, charm, CEO, convenience, test, emails, field