For Consumer Product Strategy Professionals

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	June 15, 2009 Samsung Jet And Pixon12 "Featurephones" Aim To Be Smarter Than A Smartphone by Ian Fogg with J.P. Gownder, Erik Hood

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Executive Summary

Samsung's new midrange Jet and Pixon12 mobile handsets deliver features that outgun many more expensive so-called "smartphones." They are confirmation that a separate "smartphone" category is no longer useful for understanding the mobile market. The Jet and Pixon12 demonstrate that the ability to access the Internet is a critical defining feature of mobile phones that media owners, brands, retailers, banks, and other companies must consider when developing mobile strategies. Handset makers must reposition themselves to take advantage of the opportunity for smart Internet mobile phones, which is now vastly greater than the niche, old-world "smartphone" category.

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