Apple is an iconic
brand, but what differentiated it to be in that phenomenal club of brands was
its cutting edge technology and technology and technology. I just tried to
cover everything when I said technology. And for last few years there are
similar brands in the handheld technology segment , churning out new version and upgrades and
form factors from their stable. But the how long , yes not any more . Not
anymore consumer would be so fascinated by the look that is on diet … because
you see we have a NOTE by Samsung which is little to sleek and little too big
for my pocket. Still it is fascinating! Why … well the write up till now seems
to me as if I am talking about the hardware form factor dynamics in the mobile
market. Certainly not!.
We should observe that
mobile and PCs are no longer a reason for customer choice , only because you
are a great brand ,as nowadays everyone is hiring TQM leaders in their
R&D and providing best in class in their best in the price segment.
Brand is no longer identified in the minds of the consumer in the technology
segment. It is the APPLICATION and the attached services which would and is
creating all the differences to that sleekest handheld device in your hand.
To give straight
explanation of the above, let me as consumer share my thoughts. Some of the
brands which I associate with its software OS
platform are:
Samsung / HTC /
GOOGLE / Motorola ---------- Android
NOKIA
----------- Windows mobile and Nokia OS
Apple
------------- iOS
Blackberry
------------ BB OS ( QNX launched Q1
FY12)
Now why I will buy
Samsung …because I like Android phones, there are so many options and its
cheaper than Apple
Apple coz I like
iOSlllll and it has cool application ,
and ya I have money ;)
Blackberry coz I am
very smart and I have the BBM power
Nokia because I like Nokia
So those were some
very raw possibilities of consumer
purchasing behavior . Then comes some of the economic factor like price
and miro factor color , style, etc.
What I wanted to
highlight is that APPs are the factor which would give brand a sustainable push
in the market going forward. We see ads in all forms of commercials talking
only about the APPs in the products and any slightest differences are
definitely making news and views and of course a boost in the brand equity.
Another new technology
in the apps word is the cloud technology. This is again would be a strategic
for many brands in coming days. Apple is already talking about the cloud
service in its iPhone 4S.
Another trend coming
in my mind is the mobile technology space is the security/ anti virus
applications for handheld device. Kespersky are the only one which is already
in my mind which started early with its commercials for Antivirus software for
mobile phones (specially in India)
Similar ways there are
many apps in game and entertainment segment , finance etc which are creating
their ow identity which big brands are using it to co-Brand with their product
to up stick sales….
So isn’t this a new
trend in the brand management …. Hopefully !!!
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