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MEASURABLE MARKETING INSIGHTS 09 September 2010 17:28
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My best friend – my cellphone by Harsha Prag, JWT Johannesburg

'Friendship is a term used to denote co-operative and supportive behaviour between two or more people,' according to www.wikipedia.org. The definition of ‘Best Friend’, however, changes depending on one’s stage in life, and in some cases, one’s gender.

According to one of my friends, “A best friend is someone that has your back, is trustworthy and will go to the trenches with you.” Another reckons that, “A best friend is one you take for granted the most, but could do without the least.”  Back in high school, a guy friend’s definition was, “Someone who looks at your girlfriend like he would a sister.”

I grew up with both girl and boy best friends, but when chatting to my 15-year-old cousin the other day, I realised that her version of a best friend was slightly different to mine. This got me thinking. Not only do many of my friends now live on different continents and in different time zones, some of them are in different life stages, exploring different areas of their quarter life crises. This leads me to a new definition of my best friend - my cellphone!

Not only does it follow me to the ‘trenches’ and listen to everything I have to say, but I truly do take it for granted at times. It fulfils the role of mum, reminding me to fill my car up with petrol on my way home, to beat the price increase at midnight. It helps my favourite stores and venues keep me updated about the latest sales ‘25% off at La Senza’, and the most happening parties, ‘Foam Party tonight at xx’.  This communication helps me to be a ‘person in the know’, while still allowing me to choose when not to receive any messages. Along with my pepper spray, it acts as a ‘safety blanket’ so that even when driving alone at night, I am never truly alone.

In addition to being there for me all the time, it also facilitates my relationships with friends and family all over the world. I can celebrate the latest Liverpool win over Real Madrid, with a buddy living in Beijing, and commiserate with my best gal in Perth, over her latest break-up. I was at the birth of my nephew in December last year, despite being at work at the time, and when on a recent trip to Florence, I found myself enjoying sunset at the Ponte Vecchio, I had a link to friends and family, so that they could share the experience with me.

Unlike my ‘human friends’, I get to trade in and upgrade my ‘best friend’ every two years, so I don’t have to live with the little annoyances that I have to put up with my ‘human’ friends. Instead of having a heart to heart about why certain things are not working in the friendship, I get to transform our relationship into something better!

Don’t get me wrong, I’m not some sort of despotic tyrant when it comes to my ‘best friend’, I do treat and spoil it from time to time. Just the other day I bought it a cosy phone sock to protect it from the ravages of my handbag, and unlike one of my colleagues, I decided not to go the diamante leopard skin route and rather went for a bright, happy, monotone pink, because I’m a pink kinda girl.

Yes, my cellphone is not just a cellphone. It is a tool that that allows me to express myself, anywhere, anytime and without judgement. It is my best friend.



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Posted 20 June 2010 11:38 Have your say
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Sash
Posted 21 May 2009 15:20 Have your say
That was very well written !. You make me proud !
Mukta
Posted 27 March 2009 17:39 Have your say
Is just great. Well done!! Mukta
Lisa
Posted 26 March 2009 16:18 Have your say
Yip, I agree. Even though I often want to throw my cellphone away - I would never be able to live without it!!! Now that I know where your loyalties lie, I hope you'll be able to tear yourself from your cellphone to socialise with your human firends too! Very cool article - kepp it up
Cara
Posted 26 March 2009 14:42 Have your say
Now all my life i have been ignorantly saying that about cigarettes, never let you down! If i had to choose the ultimate best friend though, i'd have to choose my cellphone, at least with that i can get more cigarettes ;>
The Rikster
Posted 26 March 2009 14:15 Have your say
Very cool article girl. I think you have a real way of putting things and very well written! Just dont spend too much time with your cellphone and not with anyone else! :)
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