For Consumer Product Strategy Professionals

Primary Analyst Photo	Document Information	Rate this Document
	May 15, 2009 (updated June 1, 2009) The "Smartphone" Is Dead: Long Live Smart Phones And Smart Gadgets by Ian Fogg with Michelle de Lussanet, Laura Wiramihardja

This is an excerpt

Executive Summary

Apple's and Google's arrival in the mobile market is causing knock-on effects throughout the market and is opening up opportunities. All mobile handsets are becoming smarter and Internet-capable. Yesterday's smart high-end phone is today's midrange phone and tomorrow's entry-level phone. The "smartphone" category is no longer useful as all phones become smart. Instead, we propose three new frameworks to segment the smart mobile device market: openness and extensibility; consumption and creation; utility and entertainment. All mobile strategies must adapt now: Consumer electronics makers must decide on their response to widely available smarter phones and the mobile Internet; handset makers must leverage software to play the mobile Internet game and differentiate long term; media, finance, retail, and other Internet companies' strategies must exploit mobile opportunities now or lose ground to faster rivals. But the mobile market will remain fragmented with no single platform — no Windows PC equivalent — anytime soon on mobile devices. Therefore, mobile strategists must analyze their target consumers carefully before embarking on large mobile investments.

TABLE OF CONTENTS

• All Phones Are Becoming Smart
• Smarter Mobile Phones Will Increasingly Trample On Adjacent Sectors
• How To Understand The Future Mobile Market
• Use Three New Frameworks To Categorize Mobile Devices

WHAT IT MEANS

• The Mobile Opportunity Is Greater Than A High-End Niche
• The Mobile Market Will Fragment Further

RECOMMENDATIONS

• Use Software Smarts To Create Competitive Advantage
• Related Research Documents

This is an excerpt