ABI Research estimates there are approximately more than fifty mobile device manufacturers worldwide. When excluding the top-five vendors, the remaining manufacturers account for only 20% of the total handset market. Indeed, the mobile handset marketplace, despite its volumes and sexy profile, is a brutally competitive marketplace. Handset manufacturers face many challenges in terms of retaining or gaining market share, and thus are constantly looking for ways to differentiate their products. One question that comes to mind is: Do operator-branded handsets offer a new, quick route to market share?