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CELLPHONES
New features appearing next year
WHILE MOST CELLPHONE manufacturers still regard themselves as technology companies, the growth of their relative market shares seems more closely related to marketing spend, pricing and branding strategies than engineering.
As cellular networks have rapidly spread to every corner of the world, the jockeying for market share between cellphone manufacturers in each new market makes for a fascinating case study of globalisation in action.
Ironically, the high-end technical features of many phones seem less relevant to many consumers than the use of interesting form factors and materials, affordability and the brand's "street cred". According to runaway market leader Nokia, the biggest drivers in buying decisions are brand, perception of quality and reliability - followed by price.
Handset manufacturers take the value of branding so seriously that Motorola designers have invented the "three metre rule" - which holds that its handsets must be recognisable as such to onlookers standing 3m away. The fact that Motorola's highly successful V3 RAZR is also a phenomenal feat of engineering has been totally sidelined.
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