
I really, truly hate mentioning the iPhone on this blog. I hate that I’m now just like everyone else talking about the iPhone. However, I also hate that I’m the only one (that I’ve read) that sees the true effects of the iPhone on the mobile phone industry.
Let’s get something straight right now. There is *NOTHING* revolutionary about the iPhone. At best, it’s evolutionary, and only because of the touch interface. However, the features and capabilities are NOTHING NEW. If you can’t agree with that, then stop reading here.
Let’s compare, for instance, the iPhone with the Nokia N91, which first went on sale over a year ago (both in the US and abroad)…..
Both devices have 2MP cam with no flash/autofocus. Both have WiFi.
Both have EDGE (at least in the US). Both are available in 2
capacities, 4GB and 8GB. Both can sync with iTunes
(assuming you’re not stupid enough to purchase DRM’d tracks from Apple
and are just ripping them from the real CD). Both can browse the full
internet.
I will make a few concessions. The N91 is fugly and lacks GSM 850
(this was before Nokia stopped being retarded with tri-band GSM
devices). But there are several other S60 devices that are sexier and have all the right fequencies. S60 lacks the touch-interface, but I don’t think that’s as big of a factor as others seem to. However, the iPhone cannot do MMS, and you can’t
add your own apps to extend functionality. You also, apparently, cannot
swap the battery or the SIM card. So there’s the recap of the two products. Overall, they’re pretty much the same.
Now let’s look at pricing. The iPhone is $499 and $599 with a 2-year contract from AT&T and (presumably) a special data plan. The N91 is currently $394.99 for the 8GB, with the 4GB being cheaper than that! And that doesn’t require a contract at all! So what’s the deal? What are the SIGNIFICANT differences? Why is the iPhone so hotly anticipated, and S60 devices struggling in the US?
Promotion. Apple has marketed the iPhone like no other. The
ads that came out the other day are sexy, and simple. The last Nokia ad
that I recall seeing (other than on YouTube) is some hill-billy sitting
on his bed "jamming" out to the Dukes of Hazzard polyphonic ringtone on his 6102. Where’s the mention of the sexiness of S60 devices and their capabilities?
Place - Where can you buy the N91? Online, and (I think)
through the 2 Flagship stores in the US. TWO. That’s it, for the whole United States. Pathetic.
Where will you be able to get the iPhone? Through any of thousands of
AT&T retail stores, and the Apple Stores. Yes, Apple has a
TREMENDOUS retail network in the US, and they’re still able to keep
that "classy" feel.
"Whoa, wait, Symbian-Guru," you say. "There’s something familiar about what you just said." You’re right, there is. There’s 4 words in bold, and
they all start with the letter P. Any marketing professionals out
there? Yep, those are the 4 P’s of marketing. Funny, I believe I said back in February that this is all Nokia needs to see more success in the US. Well, they let Apple beat them to the punch.
I’m thrilled to death with things like the Dell deal, the Flagship stores, and the NYC campaign,
but if you’re going to come at it halfway like that, you might as well
not even bother. You have to completely blitz the market to make the comeback that you need. Look at
Apple. Their product is only slightly different than yours. Their price is worse than yours. They just have the other 2 things (promotion and place)
down pat. You could, too. Look at their ads. Strengthen your brand.
You’re the biggest mobile manufacturer in the WORLD. Your S60 phones
are awesome. Use them. Don’t let the carrier dictate stuff. Notice that
you won’t be able to access Cingular’s AT&T’s MediaNet on the
iPhone. You have the power to flex the same muscle that Apple did, only
you have success in other markets to back it up. Don’t let AT&T
launch the E62 with java restrictions. Don’t let them remove the N75
from NSU for firmware updates. Stand your ground as the most powerful
mobile manufacturer in the WORLD. You’re like, Thor, or something.
So what does all that mean? What are the "effects" of the iPhone on the mobile phone industry? They’ve shown that the average US consumer IS willing to spend more than $0 on their mobile phone, if they’re excited about it. They’ve also shown that it IS possible for the manufacturer to "bully" the carrier, and serve up a mostly unbranded device. 2 VERY important things for the other manufacturers to learn.
I’m a huge fan and probably always will be, but it kills me to watch
you hand the US market over to the competition. I have a TON of ideas
to drum up excitement and awareness of S60 and Nokia devices. There’s
absolutely no reason that Apple should be coming in as a newcomer to
YOUR industry and stealing the thunder like this, and uncontested at
that.
To the Apple fanboys who read this, please do not think I’m saying that
the iPhone will bomb, and that the N91 COULD have beaten it hands down.
All I’m saying is that the reason the iPhone is as anticipated as it is
relies entirely upon marketing prowess, and that Nokia could easily
increase their market share in the US if they put a little more focus
on the basics of marketing.















