Stepping Up to the Smartphone Marketing Challenge

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3Q 2014 | IN-1019550

Marketing Needs to Evolve to Meet the Commoditization Challenge


ABI Research has often talked of the changing dynamics at play in the smartphone space as we move from the early adopting stage to the early and late majority stage, depending on the market, in the classic Rogers Technology Adoption Lifecycle. The effects of commoditization are being felt by all players in the market, yet the shape of the maturing market is still to be set. Lessons can be taken from other industries that are both mature and differentiated—the motor industry is the one that springs to mind. Nearly 100 years old, yet it still has plenty of variety in cars, brands, price points, and revenues. You may argue that cars have more options in terms of differentiation, and this is true to some extent, but we would suggest that the marketing of devices has been simplistic to date, and we need to create clear performance benchmarks in both hardware, softwar...

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