In June 2010 I was hired to generate (American) national broadcast coverage for Israeli mobile communication startup fring. The timing of the project was just before Apple’s World Wide Developer Conference (WWDC) 2010, where they would unveil the iPhone 4. One of the biggest rumors about the new iPhone in advance of its launch was that it would contain a second, front-facing camera enabling two-way video calling (which turned out to be FaceTime).
fring had just become the first company to bring two-way video calling to Android devices. I was able to tie a pitch around fring’s leadership in the mobile video calling space to anticipation of Apple’s new device. The result was that CNBC’s Street Signs lead story the day of Apple’s WWDC announcement centered on Apple’s competition in the video chat space, and coverage of fring anchored the piece. CNBC conducted an advance video interview with fring CEO Avi Shechter via the fring mobile app, which was included in the piece.