01
March
2006
|
07:00 PM
Europe/Amsterdam

Defending the delete-on-receipt news release. . . and an example of a better format

By Tom Foremski for SiliconValleyWatcher

There has been lots of whining from the PR community about my press/news release should die post. Lots of business models to defend I suppose.


I am providing the PR community with feedback on what works and what does not. I'm a target of the product and I'm using my own time and money to to help it become a more effective and useful communications entity. You can ignore my feedback if you want, but change will come, I guarantee it.


Also, there seems to be some mistaken belief that the SEC mandates news releases in their current format. No, it does not.


The SEC wants broad distribution of company data as quickly and as efficiently as possible so that all investors have equal access to material information. The only thing that is efficient about the news release is in getting access to client money!


Anyway, while a bunch of the old guard have been stalwartly defending the classic delete-on-receipt news release, others have spent their time more productively.


For example, the always resourceful Julie Crabill, from Shift Communications on Tuesday sent over what she called a "Foremski style" news release, and the same release old style. And it is a good example and a great step in the right direction--just these simple things already made the news release a lot more useful.


Take a look:


Hi Tom:
We took a whack at re-formatting a release that's already gone out, to comply with some of the ideas from your blog .We've also attached the original. Is this "Foremski-style" version close to what you had in mind? (Please keep in mind that we were constrained to quotes that had already been approved by client and analysts, and, that this is a privately-held company, so the financial data is as robust as we could reasonably make it.)

What do you think? Feedback welcome.




Old Style:


 
 
 


For More Information

Contact:


Julie Crabill       Marie Domingo


SHIFT Communications for UGOBE    SHIFT Communications

for UGOBE


Office: +1-415-591-8411     Office: +1-415-591-8409


Mobile: +1-408-219-5617     Mobile: +1-650-888-5642


jcrabill@shiftcomm.com      mdomingo@shiftcomm.com 


 


UGOBE UNVEILS FIRST

DESIGNER LIFE FORM®


Organic Robotics

Blends Technology and Behaviors in a way that Breathes Life

into Robotics



 


EMERYVILLE, Calif. – Feb. 6, 2006 –

UGOBE, developer of organic robotics, today revealed the company’s

first Designer Life Form®, Pleo. Pleo is modeled after a one-week-old

Camarasaurus Sauropod, or long neck dinosaur, and incorporates basic

traits of autonomous life. Pleo has been specifically engineered to

mimic life with organic movement and behaviors that allow him to relate

to humanity on a personal level.
 


UGOBE’s unique and patented robotic

motion platform enables Pleo to move in a fluid, lifelike way, while

behaving completely autonomously. Equipped with nearly 40 sensors, including

infrared and stereophonic sound, Pleo requires no remote control and

is free to interact with his owner and environment. Through UGOBE’s

“Life Form Operating System,” Pleo is able to use simultaneous sensory

inputs along with a sophisticated behavioral platform to act independently

and express himself through motion and sound. Pleo can convey emotions,

is aware of himself and his surroundings, and evolves in behavior over

time.
 


“With this flagship product, UGOBE

has shown that they are a forward-thinking company that sees the shift

within the industry toward interactive organic robotics” said Tim

Bajarin, president of Creative Strategies.
 


UGOBE is made up of a multidisciplinary

team of robotics experts, animators, technologists, scientists, biologists

and programmers. Through a unique blend of life sciences, artistic design

and sophisticated engineering, UGOBE has created its first scientifically

authentic designer species. Pleo has an astonishingly realistic form,

which is revealed in his amazingly fluid motions, advanced sensory systems

and lifelike body language.
 
 
 



“UGOBE’s goal is to re-animate life

by transforming inanimate objects into lifelike creatures exhibiting

organic movement and behaviors,” said Bob Christopher, CEO of UGOBE.

“Through evolving companionship, Pleo will suspend disbelief by bringing

magic and beauty to life.”
 


Pleo features include




  • 14 servo joints (torso, head,

    tail, neck, legs) with force feedback


  • 38-touch, sound, light and

    tilt sensors including nine touch sensors (mouth, chest, head, shoulders,

    back, feet) and 8 feet and toe sensors


  • Fluid quadruped motion


  • Ability to avoid obstacles

    and not walk off edges


  • Sound output, stereo sound

    sensors and music beat detection


  • Autonomous interaction with

    owner and environment including coughing, blinking eyes, chomping, twitching,

    sighing, sneezing, sniffing, growling stomach, tail drift, and yawning


  • Distinct moods including anger,

    boredom, playfulness, hunting, cautious, cuddling, disgust, disorientation,

    distress, fear, curiosity, joy, sorrow, surprise, fatigue, hunger, and

    a desire for social interaction


  • Upgradeable, Life Form OS

    and Personality System


  • SD card memory expansion


  • Ability to communicate with

    other UGOBE Life Forms


  • Rechargeable battery




 


Pleo will be available in Q3 2006, in

time for the holidays, and will MSRP for $199.
 


About UGOBE


UGOBE develops and markets revolutionary

robotic technology that transforms inanimate objects into lifelike creatures

that exhibit stunning organic movement and dynamic behaviors. Ugobe’s

multidisciplinary team of robotics experts, animators, technologists,

scientists, biologists and programmers are led by polymath toy inventor

and Furby co-creator, Caleb Chung, one of the most successful and respected

toy creators in the $25 billion U.S. toy industry. UGOBE’s groundbreaking

line of robotic creatures called Life Forms, promise to inspire and

entertain the child in all of us. For more information about UGOBE,

visit
www.ugobe.com.







Foremski Style:



Feb. 6, 2006:

UGOBE launches first product at DEMO 2006
 


Contact:


Julie

Crabill
, SHIFT Communications, 415-591-8411 


Description:


UGOBE, a new company started by Furby

co-creator
Caleb Chung, today revealed its first product, Pleo. 

Pleo is modeled after a one-week-old
Camarasaurus Sauropod, or long neck dinosaur, and has been specifically

engineered to mimic life with organic movement and behaviors. UGOBE’s

patented robotic technology enables Pleo to move in a fluid, lifelike

way, behave autonomously, convey emotions through motion and sound,

and evolve in behavior over time. Pleo will be available in Q3 2006

and will MSRP for $199.
 


Executive Quote:


“UGOBE’s goal is to re-animate life

by transforming inanimate objects into lifelike creatures exhibiting

organic movement and behaviors. Through evolving companionship, Pleo

will suspend disbelief by bringing magic and beauty to life.” –

Bob Christopher, CEO, UGOBE
 


Analyst Quote:


“With this flagship product, UGOBE

has shown that they are a forward-thinking company that sees the shift

within the industry toward interactive organic robotics.” –
Tim Bajarin, president, Creative Strategies 



Financial Information:




  • Private company


  • Venture capital backed


  • Series A funding: $2.5 million


  • Series B funding: Plans to

    raise $5 million


  • Investors Include:




    • Band of Angels


    • FMG, headed by Chauncey Shey,

      president and CEO, Softbank China Holding (SBCH); CEO, Softbank China

      Venture Capital (SBCVC); and co-founder and director, UTStarcom, Inc

      (NASDA: UTSI).




 


Photos: 
 


 
 
 
 
 
 


 
 
 
 
 
 


 
 


Videos:






 


Relevant

Coverage To-Date:




 


Boilerplate:


UGOBE develops and markets revolutionary

robotic technology that transforms inanimate objects into lifelike creatures

that exhibit stunning organic movement and dynamic behaviors. Ugobe’s

multidisciplinary team of robotics experts, animators, technologists,

scientists, biologists and programmers are led by polymath toy inventor

and Furby co-creator, Caleb Chung, one of the most successful and respected

toy creators in the $25 billion U.S. toy industry. UGOBE’s groundbreaking

line of robotic creatures called Life Forms, promise to inspire and

entertain the child in all of us. For more information about UGOBE,

visit
www.ugobe.com