August 1, 2006

The 2005 Mobile Brand Scorecard

Motorola Tops The List As Handset Brands Outstrip Those Of Carriers

by Charles S. Golvin

with Ted Schadler, Remy Fiorentino, Tenley McHarg

Executive Summary (This is a document excerpt)

We recently surveyed US consumers about their technology usage, and mobile carrier brands score very low in comparison to both technology brands and the brands of their handset suppliers. Among the major operators, Verizon's score is highest, although this is due in large part to the lift from its nonmobile offerings. When Verizon is weighted for this factor, Cingular inches ahead and scores slightly higher. Among phone makers, Motorola outpaces Samsung, Nokia, and Palm, while LG Electronics fares worst. Consumers place more trust in handset brands than in those of carriers, although device makers' brands are subject to more fluctuation in trust than the brands of their customers, the mobile operators.

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