AUSTRALIA: In Australia, the iPhone 3G hype continues. The latest development is that an operator not ranging the device has launched a campaign for its customers to beg Apple to let it launch it.

Australian carriers Vodafone and Optus announced weeks ago that they would launch the iPhone 3G on the global launch date of 11 July 2008. Additionally, after being rumoured for some time, Telstra has announced that it will launch the iPhone on 11 July as well. Of the four Australian carriers, this leaves only 3 Australia without access to the device.

3 has stated that since Apple announced the iPhone 3G would arrive on Australia's shores it has been inundated with queries from customers asking about the device. Unfortunately, discussions with Apple have not resulted in success and to date 3 has no agreement to range the device. Unlike its affiliate, 3 Hong Kong, which will offer the iPhone, 3 Australia has limited clout and market share (only around 7 percent of connections).

Now, instead of forging a defence against competitors' iPhone offers, such as marketing numerous alternative devices (granted, without the Apple brand or coolness factor), 3 has chosen a different path. It has issued an iPhone press release and launched an iPhone website to show Apple just how much 3 Australia and its customers want the iPhone 3G. The campaign allows subscribers to register interest in the iPhone from 3, send SMS messages about the iPhone and provide comments 'for the powers that be at Apple to see'.

The first question to ask is why generate even more iPhone hype when you are not offering it? As if there is not enough publicity already, and especially when potential iPhone adopters are likely to be in high proportions at 3 – evidenced by the response to the campaign. Also, an estimated 100,000 original iPhones have already found their way into Australia, and 3 has lost these customers already.

Perhaps, the registrations and potential iPhone 3G sales can get 3 over the line with discussions at Apple. Perhaps the carrier thinks it can stop customers churning for the iPhone with the hope the device will come to 3 soon – at a potentially lower cost.

Or, perhaps by communicating its own iPhone frustrations 3 can make subscribers more loyal. Alternatively, for a conspiracy theory, perhaps 3 will be launching the device but needed a fresh media angle.

Such developments are surely unprecedented for any other mobile, or for that matter any consumer product. And although the campaign is positioned as giving customers a voice, the exercise is embarrassing for 3 as it is an admission of its subscale and unimportance.

The campaign does however show the evolving nature of consumer demand. A consistent undercurrent is evident in almost of all the hundreds of comments posted: 'I, the consumer, should be in control.' I want my choice of device, on my choice of network, with my choice of what I access. Anything too contrary or forcing a lockdown will be met with resistance; a message that many mobile operators are yet to understand.

If Apple were any other brand, would we expect a backlash?