Mobile Phones: Moving Beyond Their Humble Origins
EmPower Research
October 29, 2007
By John Rajiv
The rapidly changing arena of mobile phone technology has spelt out the catch phrase ‘Innovate or Die’, where global companies are clinging on to their area of expertise to stay in, rather than being out, and the mobile phone industry has truly weathered the ‘Winds of Change’. In the real sense of the term, the mobile phone is sitting right in the middle of digital convergence that the consumer electronics industry is abuzz with. The mobile phone is cashing in on every conceivable consumer demand. It started out by catering to the growing consumer need to be connected on the go; but since then it has gone miles ahead in analyzing the mind map of the consumer.
The Debut of The 'All-In-One'
Mobile phone manufacturers are aiming at carving a niche for themselves by tapping into discreet consumer segments in an effort to outclass their formidable opponents. They have evolved over a period of time by tapping into their forte and are seeking out potent opportunities in unchartered territories.
Re-emphasizing on the word innovation, the mobile phone has witnessed a paradigm shift from its plain vanilla offering of yesteryears to the ‘All-in-one’ offering in recent times. Playing on to the needs of the ever-demanding consumer, feature-rich phones have taken center stage and are now a norm that drives the consumer purchase decision today.
Mobile Phone Comes Calling!
Mobile convergence has seen the very best over the last year with the launch of an array of television phones ranging from the Nokia N-92, featuring the DVB-H (Digital Video Broadcasting for Handhelds) tuner with an in-built electronic programme guide, to the LG V9000 that has a screen which could be swiveled through 90 degrees, thus enabling better television viewing.
Even though ‘All-in-one mobile’ devices have been at the helm over the last few years, consumers haven’t had the best choices regarding their gizmos, thanks to the trade-off established by large mobile players regarding their product offering in an attempt to target specific consumer segments.
A case in point is substantiated through two of Sony Ericsson’s phones, the K800 and the W950. While the K800 boasts of a 3.2 MP camera carrying the “Cyber Shot” brand and compared in terms of quality with dedicated digital cameras, the W950 Walkman phone caters to the music enthusiast with four gigabytes of flash storage, with no camera at all.
Fashion Phones Bare It All
With fashion becoming more popular than ever before, mobile players have been zeroing in on the fashion-conscious consumer with a slew of phones, which have nothing to do with features, but everything to do with fashion.
One such phone which took all the honors in this category was the MotoRazr V3 which focused on fashion as its theme, embellished with an array of colors. Other phones not to be ignored for their fashion statements are the LG Prada and the LG U880, a 3G device created by designer Roberto Cavalli.
A Peek Into The Future
To sum up, the mobile phone has come a full circle from being a plain vanilla communication device to a gadget where product differentiation is visible only through the sheer number of features it packs in. Going forward, feature fatigue seems imminent and new ways to differentiate would be the key. With the world we live in getting more fashion conscious, design and appeal could just be the next 'in-thing' for manufacturers to differentiate upon.
With manufactures realizing that they are on the edge of the cliff in terms of differentiation, they would be aiming at capturing a section of the niche audience around whom their lifeline could very well rest upon. The trend is in with manufacturers like Sony Ericsson targeting music and photo enthusiasts along with Nokia hitting upon television addicts.
Also, the advent of the iPhone is ushering a new era of software power and sophistication never seen before in a mobile phone, redefining what users can do with their mobile handsets. The iPhone uses one’s finger to create an user interface that has been termed ‘revolutionary’. Combining multiple functionalities into a small lightweight handheld device the iPhone is a trendsetter to those who appreciate the ease of use and cutting edge design. With the iPhone employing advanced built-in sensors such as an accelerometer, a proximity sensor and an ambient light sensor that automatically enhances the user experience and extends the battery life, consumers are increasingly faced with tougher choices in terms of matching their wants. However, what’s heartening to note is that convergence at the heart of it all would spell the use of fewer gadgets in the future.
The rapidly changing arena of mobile phone technology has spelt out the catch phrase ‘Innovate or Die’, where global companies are clinging on to their area of expertise to stay in, rather than being out, and the mobile phone industry has truly weathered the ‘Winds of Change’. In the real sense of the term, the mobile phone is sitting right in the middle of digital convergence that the consumer electronics industry is abuzz with. The mobile phone is cashing in on every conceivable consumer demand. It started out by catering to the growing consumer need to be connected on the go; but since then it has gone miles ahead in analyzing the mind map of the consumer.
The Debut of The 'All-In-One'
Mobile phone manufacturers are aiming at carving a niche for themselves by tapping into discreet consumer segments in an effort to outclass their formidable opponents. They have evolved over a period of time by tapping into their forte and are seeking out potent opportunities in unchartered territories.
Re-emphasizing on the word innovation, the mobile phone has witnessed a paradigm shift from its plain vanilla offering of yesteryears to the ‘All-in-one’ offering in recent times. Playing on to the needs of the ever-demanding consumer, feature-rich phones have taken center stage and are now a norm that drives the consumer purchase decision today.
Mobile Phone Comes Calling!
Mobile convergence has seen the very best over the last year with the launch of an array of television phones ranging from the Nokia N-92, featuring the DVB-H (Digital Video Broadcasting for Handhelds) tuner with an in-built electronic programme guide, to the LG V9000 that has a screen which could be swiveled through 90 degrees, thus enabling better television viewing.
Even though ‘All-in-one mobile’ devices have been at the helm over the last few years, consumers haven’t had the best choices regarding their gizmos, thanks to the trade-off established by large mobile players regarding their product offering in an attempt to target specific consumer segments.
A case in point is substantiated through two of Sony Ericsson’s phones, the K800 and the W950. While the K800 boasts of a 3.2 MP camera carrying the “Cyber Shot” brand and compared in terms of quality with dedicated digital cameras, the W950 Walkman phone caters to the music enthusiast with four gigabytes of flash storage, with no camera at all.
Fashion Phones Bare It All
With fashion becoming more popular than ever before, mobile players have been zeroing in on the fashion-conscious consumer with a slew of phones, which have nothing to do with features, but everything to do with fashion.
One such phone which took all the honors in this category was the MotoRazr V3 which focused on fashion as its theme, embellished with an array of colors. Other phones not to be ignored for their fashion statements are the LG Prada and the LG U880, a 3G device created by designer Roberto Cavalli.
A Peek Into The Future
To sum up, the mobile phone has come a full circle from being a plain vanilla communication device to a gadget where product differentiation is visible only through the sheer number of features it packs in. Going forward, feature fatigue seems imminent and new ways to differentiate would be the key. With the world we live in getting more fashion conscious, design and appeal could just be the next 'in-thing' for manufacturers to differentiate upon.
With manufactures realizing that they are on the edge of the cliff in terms of differentiation, they would be aiming at capturing a section of the niche audience around whom their lifeline could very well rest upon. The trend is in with manufacturers like Sony Ericsson targeting music and photo enthusiasts along with Nokia hitting upon television addicts.
Also, the advent of the iPhone is ushering a new era of software power and sophistication never seen before in a mobile phone, redefining what users can do with their mobile handsets. The iPhone uses one’s finger to create an user interface that has been termed ‘revolutionary’. Combining multiple functionalities into a small lightweight handheld device the iPhone is a trendsetter to those who appreciate the ease of use and cutting edge design. With the iPhone employing advanced built-in sensors such as an accelerometer, a proximity sensor and an ambient light sensor that automatically enhances the user experience and extends the battery life, consumers are increasingly faced with tougher choices in terms of matching their wants. However, what’s heartening to note is that convergence at the heart of it all would spell the use of fewer gadgets in the future.
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