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For B2C Marketing Professionals

Target Smartphones

All Smartphones Are Not Created Equal In Europe, Whatever US History Teaches

April 14, 2010


  • By Ian Fogg
  • with Mark Mulligan,
  • Thomas Husson,
  • Annie E. Corbett

Why Read This Report

Too often, product strategies are built around the concept of the "smartphone" as an ideal target for mobile products. But unlike men, all smartphones are not created equal. Modern smartphones created in the post-iPhone era demonstrate much greater consumer usage of advanced data features, the mobile Internet, and apps than do older models. In Europe, this is particularly important due to the large installed base of Nokia Nseries and Eseries smartphones based on Symbian that are pre-iPhone-era designs. Before deciding upon a target mobile platform, product strategists must carefully weigh up the overall opportunity presented by each smartphone. To do this, firms must evaluate each smartphone brand based both on its current adoption and abilities and, equally importantly, an analysis of its likely future evolution and future consumer adoption.

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Table of Contents

  • Not All Smartphones Are Created Equal
  • The Future Of The Smartphone

  • Choose The Right Smartphone Platforms
  • Supplemental Material
  • Related Research Documents