Reich Communications, Inc.

  • Reich Communications, Inc. is a boutique public relations agency offering full service in a variety of areas, with specializations in transportation safety, business-to-business; advertising, marketing and media firms; non-profits, and select consumer products and services. . . . For more info, call us at (914) 325-9997, email to .... We are located about 12 miles north of NY City's Times Square ... at 112 Ridgeway Street, Mount Vernon, New York 10552. . .. For some examples of our work, scroll down to "Categories" below and click on "What We Do..."

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    « If it's broke, break it more | Main | Even with new tools, PR still serves more than one master »

    December 04, 2010


    Eric Schweitzer

    Look what's coming next:

    Lewis Green

    If this wasn't sad, it would really be funny. I suspect companies have several reasons for not offering printed manuals--from being green, to cutting costs, to catering to a clientele that largely no longer use print materials. What bothers me most is that it appears Motorola isn't offering customers options.

    For me, an online version is preferable, as it allows me to print only those pages I need. In most instances, when I get new technology I learn how to use it at my desk where my computer sits, so it isn't a problem. However, creating great customer experiences should take all customer needs into consideration, and Motorola hasn't done that.

    My advice--find a 10-year-old and get them to teach you how to use all the functions. (LOL) Hang in there David.


    I spent about $350 on a Canon digital camera a few months ago. No instruction book. So I called Canon and complained bitterly, saying "Why should I have to print out 80 pages of your manual when I just spent $350 on your camera?" They sent me a photocopy of the manual for free.

    Maybe that will work for you!

    Behrooz Shokati

    Right on David! My sentiments exactly.

    Jeanne Byington


    Along with lost money in ink and printing, it's the lost time that galls me the most. It's the old game of hot potato...and manufacturers win--you, all us customers, are "it," as in the game of tag.

    I discovered a usually empty Verizon store near my office where I drop in at lunch when my BlackBerry goes nuts. The solution is never intuitive. How would I know to call a special 800 number to clear something that is locking the system? I am a believer in ESP, but most of the glitches are beyond me and most 10 year olds.

    Alan Hirsch

    The only error I noted was when you said you joined the 21st century. I'm not joining. I can't figure out one reason why anyone would need an Android 2 smartphone.

    Who needs to pick up emails when you are on the run? Remember the man on the go has enough things to do other than to read an email telling him how to extend the reach of his Johnson by three inches in 12 hours.

    I would never trust a GPS navigation system. You can use a map and take two minutes and get it right, or you can read poor instructions that take 10 minutes and get it wrong. When I want news updates I can watch tv or turn on the radio.

    I'm with the guys who make the products that need but don't come with 80-page manuals with instructions.
    They know that 90 percent of the buyers won't or can't read a manual. They also know that no manual doesn't cancel a sale because the man on the go would buy anything that he thinks the man on the go should have.

    Just think, if one sells a million smartphones and provides no instructions, the company doesn't have to provide 80 million pieces of paper...doesn't have to print or handle the manuel. Or raise the product price. And most important it might lose two sales because of the lack of a manual, that most people won't read.

    The problem is that a smartphone is for smart people. The company knows that such smart people don't need a manual that they won't read. The smart people already know it all. They tell other smart people that they have a smart phone, even though they won't say they don't know how to use the phone. It doesn't matter, they got one. They can't use it, but they got it.

    I on the other hand am not smart. Eight months ago when I upgraded my cell phone, I told Verizon that I want a phone that is a phone and a phone only. A simple, like me, phone. No camera, no complications, no nothing.

    Verizon gave me a great phone that is a simple phone. One can call it a phone for dummies. It is beautiful, light and works everywhere when I work it. And I got the phone free. All I had to do was renew my contract for another three years.

    My new phone came with a manual measuring 5-1/2 inches by 4 inches by 1/2-inch thick. There are 141 pages, easy to read. In eight months I have read four pages, but I can still work my phone at probably 33 percent capacity. That's all I need. That's all I want. I want a simple phone for a simple!

    Most important, I keep my phone "off" 98 percent of the time. I only need to recharge it once a month and even then the phone is 2/3 charged to start. why do I keep it "off?" I follow a simple rule. I own the phone; the phone doesn't own me. I turn it on when necessary and most times it is not necessary.

    Who needs a turkey calling to say : "Hey, what are you doing?" "Why didn't you call me back?" "Before you come home, pick up some bread...rye, sliced, some seeds, but only seeds from Morocco. Not too big. Not too soft. Don't spend more than $4. And don't buy any beer. You're drinking too much. What should I tell the Balabans. They want to go see reruns of "The Defiant Ones" and "In the Heat of the Night." Yes, I told them you have seen each film 12 times at least, but they still want to go to a Midnight show on Ave. C.
    What do I tell them?"

    Tell them you can't reach me because I don't have a phone and I spend all my time in the bar with my friends Jack Daniels and Johnny Walker and when they go home then I go home. Tell them I am really in the 19th century and if I could I would use a blanket to send smoke signals, if I only knew how to light a fire.

    David Reich

    Thanks for the great comment, Alan.

    I can understand how you might not need to check your email on the run or get calls on your cellphone, but that's because you are, as you say, on the beach. I'm not retired, so it helps to be connected -- as long as I maintain control, rather than let the phone/email/texts/etc. control me. That's the challenge in this 21st Century.


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