Apple’s iPhone has changed the game for smartphone manufacturers looking to stand out in an increasingly crowded field. Smartphones were once relegated to buttoned-down business types, but the superphone era has ushered in a host of high-tech, entertainment focused handsets, enabling device makers (ODMs) to market their products as voice-enabled mini-computers supported by countless entertainment, productivity and lifestyle apps. Apple’s impressive marketing savvy continues to boost iPhone sales, but other ODMs — who lack Apple’s brand cachet and deep pockets — must still walk a fine line as they approach consumers directly. To see how other phone makers are approaching the post-iPhone consumer market, read my latest weekly update over at GigaOM Pro (subscription required).
Marketing Handsets in the Superphone Era
Apple’s iPhone has changed the game for smartphone manufacturers looking to stand out in an increasingly crowded field. Smartphones were once relegated to buttoned-down business types, but the superphone era has ushered in a host of high-tech, entertainment focused handsets, enabling device makers (ODMs) to market their products as voice-enabled mini-computers supported by countless entertainment, productivity and lifestyle apps. Apple’s impressive marketing savvy continues to boost iPhone sales, but other ODMs — who lack Apple’s brand cachet and deep pockets — must still walk a fine line as they approach consumers directly. To see how other phone makers are approaching the post-iPhone consumer market, read my latest weekly update over at GigaOM Pro (subscription required).
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