Mobile Brand Positioning

Have you noticed how each smartphone brand is positioning itself in order to stay alive in the hard competition of the ever evolving smartphone market?

Here’s a quick overview on mobile brand positioning in 2012:
(how each smartphone brand is competing)

  • iPhone: Apple are keeping it fancy, classy, refined, polished, with great OS graphics, good UI, & good UX… They’re currently on the right track, and will probably stay on top for a while.
  • Blackberry: Innovated by offering the BB services a few years back… but started gradually losing its fanbase, specially after that 2 day or so service blackout earlier this year.. They really have to come up with something innovative and good real quick else they’d be out of commission. We should mention that they were on of the 1st phones to have a full qwerty mini non-retractable keyboard.
  • Nokia: They were once the leaders in the business, but after falling behind all the innovative competition, Nokia are trying to make a comeback through multimedia options and camera power. They’re trying to be the best in camera / imaging / photography, specially with the N8 and the new 808 Pureview phone with a 41MP cam. They’ve also allied with Microsoft and started using the new Windows Phone OS in hopes of getting back on track.
  • Samsung: Samsung phones run an Android OS, which competes with iPhone for features and speed. Another main competitive edge is the open source aspect of the Android OS, which makes its app marketplace the biggest one. App developers can easily create and upload their own apps.
  • HTC: Similar to Samsung but not as established. They also run on Android, and they’re getting their edge by trying to make better looking Android phones, focusing on product aesthetics.
  • Sony-Ericsson: Once the marketplace leaders behind Nokia, they might also have fell behind the competition, so now they’re trying to innovate by creating alternative smartphones that cater to niche audiences, like the waterproof Xperia Active for outdoorsy people, and Xperia Play for hardcore gamers.
  • LG: They need to catch up and compete with Samsung, and they might as well try to do that by implementing their 3D display screens.
  • Motorola: Competition in the Android market is intense with Samsung and HTC as players.. Motorola may be trying to compete through accessories innovation, such as HD docking stations and the Lapdock, which turns the phone into a laptop.
  • Vertu: They’re the most expensive phones, “designer phones”. Think gold plated and diamond studded. With luxury as their edge, this puts them in a different class with a different target audience than the rest of the smartphone market.


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