
There are many kinds of schwag to be had a trade-shows, and high-tech trade-shows like CES and the Mobile World Congress offer equally high-tech junk. Years ago, the branded give-away of choice was the ballpoint pen. Then, when people stopped writing things down, the PR people would try to buy you off with a useless CD.
Then a strange thing happened. USB sticks started to replace CDs as the method to pass on press info, but they were still expensive. Many of the PR people acted like they were giving you a precious 128MB gift, and that you should be grateful, dammit!
This last year has been different again. Presumably the prices have dropped below that of the CD, because I wasn’t given a single optical disc this year. Instead, the PR people were almost desperate to dish out the USB sticks. It goes something like this:
Me: “Hi. I’m Charlie from…”
PR person (hysterically): “Have you got a PEN DRIVE!?”
Above you see the selection from just the first day of the show, spent and tired after delivering their payload of specs and product shots into my soft, welcoming MacBook. How did they do? Clockwise, from the one that is plugged in.
SanDisk Cruzer, 2GB
This should be the best, as it comes from the daddy of flash memory, SanDisk. It opens like a switchblade, the USB plug popping out to enter the port. The sliding switch doubles as an orange lamp that flashes on activity and otherwise glows sleepily like a Mac’s sleep light. The added bonus comes in the form of its recursive contents, which is the product details of other SanDisk flash drives.
Result: A solid standard
Opera, 2GB
Next is Opera’s offering. The browser company chose a case that mimics the color and logo of its product. The metallic red finish is rubbery to the touch, and inside is a smokey-brown plastic body. The keychain-ring is flimsy, though, and the removable cap easy to lose.
Result: On message.
Pepcom, 2GB
Pepcom is a company that organizes get togethers at CES and MWC. High-profile vendors pitch their wares from tables and invited guests (mostly journalists) get free booze and canapes. For such a well organized and stylish event, this rather pedestrian Kingston pen-drive is a disappointment. It contains contact details of everyone showing at the event, but doesn’t even have Pepcom written on the outside.
Result: Nothing to see here. Move along. And pass me another sausage roll.
Powermat, 2GB
2GB is proving to be the new 1GB — plenty of room for the PDF boarding passes you take once a year to be printed at Kinko’s. Powermat’s 2GB drive conforms, but is non-impressive in any other way. Actually, that’s not quite true. The Powermat pen wins my award for the ugliest stick of the show. The company might make some rather popular wireless charging mats, but whoever chose the USB stick supplier was having a bad day.
Result: Fugly, with metallic trim.
Sony Ericsson, 1GB
This little number was pushed eagerly into my hand by the Sony Ericsson press person, and no wonder: At just 1GB it must have cost just pennies. It is also hard to operate as the hinged, two-part case initially appears to be a slider like the SanDisk. Worse, it has a couple of files on there named MEMSTICK.IND and MSTK_PRO.IND, which cannot be moved to the trash.
However, it wins points back by having a cute green glowing light which matches the equally nice 3D logo, just like you find on SE phones. It also has a removable Memory Stick Micro inside, which would be neat if you own any Sony products.
Result: Stylish and yet hard to use and packed with proprietary technology. More Sony than Ericsson.
Marvell, 2.11GB
Who knows where the extra 0.11GB comes from? This little stick is, apart from the color, the double of the Pepcom pen, although at least Marvell bothered to brand it. It is cheap and ugly in every way, but it does the job it’s meant to do, just like Marvell’s cellphone processors. Dull but functional.
Result: Over-clocked?
SanDisk microSD Card and Reader, 16GB
Yes, 16GB! This monster is not technically schwag or even “press materials”. Instead it is a “review unit” in that it is the product whose details are contained on the other SanDisk drive above. The tiny card reader comes equipped with an even tinier microSD card, which could be put in a phone to store music and photos. To me, this would be completely useless, but hey, it’s so small I’ll probably lose it before I get a chance to test it out. Wait? Where is it?
Result: Already lost.


