When a device morphs from being a mere status symbol into a practical tool, it takes on an empowering role. Technology is now widely regarded as the means to more effectively manage all aspects of one's life, from professional to personal, implying a radical shift in how it should be marketed.
The quickly evolving smartphone market provides meaningful insights into how marketers can navigate rapid change. Over the past few years, purchase drivers have transitioned from hardware design and functionality to a focus on software, emphasizing the experience that the operating system (OS) provides. This OS is the foundation of the "mobile ecosystem," which determines what experiences are available to users.
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A recent global survey of more than 6,000 mobile phone owners identified significant potential for manufacturers to take market share during this time of rapid change:
Apple, an early leader in user experience, earns greater than double the average OS loyalty (59% vs. 25% globally). Overall, consumers are increasingly loyal to brands based on the experience that they provide. In fact, the most important criterion for consumers in their smartphone selection is linked to the seamless experience with other Web-connected devices. Capabilities ranked as most influential in consumer choice are:
So what does the increased reliance on inter-connectedness and utility imply for new product marketers, especially in technology?
For example, as 4G emerges, it will be important to move beyond talking about speed, and emphasize what new and improved experiences 4G provides such as greater quality, greater access, and easier sharing, to name a few.
Take for example consuming movies and TV shows. Consumers have more choices than ever before. These include video on demand, streaming, downloading, and rental (in store, kiosk online), etc. As broadband speeds increase and TVs become better equipped for the average user to access content online, new delivery methods are opening up. In rapidly changing markets, it is critical to think about the entire ecosystem in which consumers are accessing your product or service.
Market data clearly indicate that new consumer electronics products loaded with rarely used features and functions no longer meet a market need. Instead, demonstrating how new technology enhances the lifestyle of the socially networked user goes a long way in building brand loyalty.