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For Marketing Leadership Professionals

Smartphone Platforms Need A Branding Reset

US Consumers Have Little Clue About Their Phone's Software

September 1, 2010

By Charles S. Golvin with J. P. Gownder, Annie E. Corbett

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Why Read This Report

In the white-hot US smartphone market, the once-invisible underlying software platforms have become one of the fiercest areas of competition. RIM and Apple lead this market, while platforms from Google, Microsoft, and Palm seek to gain share and new entrants loom. But despite booming hardware sales, consumers are rather clueless about the software running on their phone. This is a prescription for disaster as brands invest in mobile phone applications to enrich the quality of their customers' experience on the go. Product strategists in every part of this ecosystem need to craft simple and consistent brand messages to ensure that their customers can discover, find, purchase, and engage with their products.
Tags: Brand Tactics, Consumer Mobile Brands, Consumer Mobile Devices, Enterprise Mobile Devices, Enterprise Mobility, Go-To-Market Strategies, Mobile Application Platforms, Mobile Channel for Consumers, Mobile Operating Systems, Mobile Services, Mobile Software & Platforms, Product & Solutions Strategies, Smartphones, Technology Product Strategies, Telecommunication Services
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TABLE OF CONTENTS

  • Mobile Phone Software Is Increasing In Importance
  • Consumers Have No Clue About Mobile Phone Software Platforms
  • Does It Matter? Yes, For Every Player In The Game
  • Platform Owners Must Enforce Brand Discipline

  • RECOMMENDATIONS

    Brand The Platform With A Simple, Consistent, Cross-Channel Message
  • Supplemental Material
  • Related Research Documents

TOOLS & TEMPLATES

  • Models & Calculators:

    Nearly Half Of Consumers Who Think Their Phone Runs Windows Or Android Get It Wrong

  • Models & Calculators:

    BlackBerry And Apple Dominate The US Smartphone Market Today

 
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