Saturday, September 11, 2010

All these different devices are the same

While smartphone competition is heating up, many analysts have asked when Nokia will start using Android in its devices, instead of Symbian. Most of the answers to this question have been the same, how Nokia would then differentiate itself from all the other manufacturers who use Android? In general, how could a manufacturer differentiate from all the other competitors using the same platform? Here are two ways to do it, both of them I would highly appreciate as a customer.

Superior hardware quality
Thinking about Nokia, their hardware quality is still unbeatable. Take an E-series device and hold it in your hand, it feels rock solid and durable. Then repeat the test with - let's say - HTC Hero and you feel the difference. You might not want to do this, but drop both devices to concrete floor - which one is still working?

OK, I have had HTC Hero and touchscreen has now broken three times in a year and device is again getting repaired. That's why HTC Hero is used as an example here. And yes, I haven't dropped it to the floor.

How do you differentiate from competitors if all are using the same platform?

Make sure your device has better and more durable hardware!

Give an unbeatable support statement
No matter which platform the device is running, there will be new platform versions and sooner or later the device becomes outdated. New applications will benefit from new platform services and you are missing all those. When will your device get an update - or will it ever? Has the manufacturer forgotten its old customers? Here is again a good way for manufacturers to differentiate: make a bold promise to customers that they will not be forgotten and they receive new platform versions in a timely and expectable way. What this would mean? Here is a sentence that you are free to use: "If you buy this device, we will provide you new platform software within three months after the release or give you an immediate information if such an upgdare cannot be made because of a major hardware incompatibility."

How do you differentiate from competitors if all are using the same platform?

Make a statement that your device will be kept up-to-date, also in the future!


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