I attended the Cebu launch last May 24 of ümobile, the first advertising-funded mobile phone network in the country, and boy was it the loudest telecoms-related launch I’ve ever covered. It was the sexiest, too.
The launching was held in Club Vudu and by the time it ended, I knew more about what “Vudulicious” was than the details of ümobile that I had wanted to find out during the launch.
The time indicated in the invitation—9 p.m.—and the venue told me it was going to be a launch party, with emphasis on the “party.” I was there at 9 p.m. and found Club Vudu still deserted but for ümobile staff doing last minute preparations. I asked one of them whether they would be holding a press briefing and was told none was scheduled. She did say one ümobile official would look for me later and answer my questions.