Business Strategy

Running Head: Business Strategy

Phones Try to Stand Out in a Crowd

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Business Strategy

Summary

This paper acquaints the reader with the consumers' behavior in chosing a cell phone

and what manufacturers are doing to meet or exceed their expectations. Now a days, cell

phone users are not concerned with the hardware of a cell phone, but the ability to run more

and more applications. To encounter this behavior of consumers, cell phone manufacturers

have adopted a strategy to bring unique features in every upcoming model of cell phones.

IPhone-the market leader in applications, has successfully maintained the top position

through its two distinctive competencies: looks (product design) and applications (process

design). To compete Apple, other manufacturers are using Android system so that they are

better able to put their efforts on product design.

But some applications run better with button controls than with touch screen controls.

For such applications, Sony Ericsson has introduced Android smart phones. Another strategy

behind it is to establish Sony's brand in the U.S Market as a cell phone manufacturer in

addition to an electronics manufacturer.

Another issue in consumer buying behavior is that they want cell phones which can

quickly show updates of their accounts or have one-touch function for each application.

Manufacturers are also working on it and most of them have introduced such cell phones.

Nokia-the pioneer in introducing smartphones in the market, has made a strategic

alliance with Microsoft to use the Windows 7 in its phones. The alliance has been formed in a

strategic perspective to bring together two brilliant minds together (Nokia and Microsoft);

one of which will provide the software, and the other will produce an appealing design to

make the phone competitive.

If I have to sum up this article in one line, I would say a cell phone must bring

together something very unique to distinguish itself from the crowd of thousands of other cell

phones of similar type.

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Business Strategy

Reference

The New York Times, (2011,02,16). Phones try to stand out in a crowd, retrieved on March

16, 2011, from http://www.nytimes.com/2011/02/17/technology/17phone.html?

_r=1&scp=1&sq=playstation%20phone&st=cse

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