Samsung expands free recharging service to Europe

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Heathrow Airport has launched Europe’s first Power Poles, which will enable passengers to charge electronic devices for free. The 47 Power Poles at the departure lounges of Terminals 1 and 3 are wired with eight outlets and provide counters to place laptop computers.The Power Poles have been developed after Heathrow passenger insight revealed one of the most common customer requests was to charge their electronic devices whilst in the departure lounges. The hubs also house a glass display unit to showcase sponsor Samsung’s latest electronic devices. The ‘Power Poles’ have been designed by JCDecaux Airport. Paris airports have installed fifty five terminals for recharging mobile phones at the airports of Charles de Gaulle and Orly.

The installation of the power poles at London and Paris airports are an extension of a similar program in the USA that Samsung and JC Decaux launched in 2006. Samsung has already installed more than 320 stations in nine major US airports, including JFK, Newark, LA, Houston, Washington Dulles and Miami.

Samsung Power Poles are an excellent example of the ‘marketing as a service’ trend, also known as ‘Brand Butlers’. When advertising no longer talks at you but actually does something for you, then it becomes a service. Samsung places charging stations in airports and road warriors get the fuel they need to carry on the battle. Samsung gets meaningful exposure, airports get happier travelers and consumers come to recognize Samsung as a helpful & reliable “mobile” resource.

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