Commentary

Mobile Makes Top 100 Brands (Barely)

Mobile 100 brandsWith Interbrand and BusinessWeek releasing their annual ranking of top 100 brands this week, the number of mobile technology companies making the list can again be counted on one hand.

That select club is comprised of Nokia, Apple, BlackBerry and Samsung. (Intel, ranked No. 9, makes chips for mobile devices but most consumers don't associate the tech giant with mobile.) And of those four, only Nokia and BlackBerry are mobile-only companies.

Even though Nokia continues to lose ground in the smartphone race, the Finnish phone maker held onto its No. 5 ranking as the company's "reputation for robust construction, ease of use, and low-key style has helped it dominate mass-market handsets." In other words, size matters.

Apple's No. 20 ranking, meanwhile, was powered, unsurprisingly, by the iPhone "and an app store that rivals are rushing to copy." Samsung remained one spot ahead of Apple, emerging as the only credible challenger to Nokia in mobile phones worldwide. But the Korean handset maker has only just opened its own app storefront.

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BlackBerry (No. 63) is one of the few brands on the top 100 far better known than the company behind it-Research in Motion. A case could be made for breaking out the iPhone as a standalone brand as well because of its prominence and importance to Apple's sales. But that won't change the fact that a BlackBerry is the only device found on President Obama's belt.

What about the major wireless carriers? There's always next year.

For a look at how the top 100 brands rated in terms of their mobile presence, check out this . Who knew No. 1 brand Coca-Cola didn't have a mobile site? Maybe the company can get Coke enthusiasts to build one, like they did their Facebook page.

1 comment about "Mobile Makes Top 100 Brands (Barely)".
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  1. Patrick Collins, September 25, 2009 at 12:15 a.m.

    In the interbrand report they highlight how the major wireless carriers are excluded from the top 100 list because they like the brands to be somewhat global. The US carriers are all too US centric.

    Patrick.

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