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Maybe what I came up with is silly, but I was wondering why some phone manufactureres, especially the ones which were up to certain point very successful in their field, suddenly experience drop in sales although technologically there was no change. By “no change” I mean that the manufacturer stays on top of all technological advances and delivers them true to the tradition of its brand name.

Media in such case tend to point to us, consumers, as the culprits – we apparently stop liking those brands. Reasons may vary, but the outcome is the same: drop in sales and loss of market share.

I think that we, consumers, have nothing or very little to do with this. Our behaviour is usually quite predictable and barring design breakthroughs or exceptionally clever campaigns we tend to stick to our brands, because those have proven themselves for us in terms of price and delivered value (a value which we define) over years. Especially that most of us use phone for longer than a current fad would dictate us.

The explanation of this demise lies, in my opinion, in easiness of switching off data connections on certain phones. Phone is a product we consume, but we are not customers of phone manufacturers. The service providers are. In Europe cost of basic services, namely talking and messaging, are largely regulated. Data cost is still a different story. If the phone design is such that it is difficult for Joe Sixpack user to switch off data access, providers make money. At the same time providers can advertise data features as something we should have and desire, listing staying in touch with our Facebook, E-Bay, LinkedIn or other accounts as perks and must-haves. Consequently, if phone manufacturer does not change its design to follow that strategy, it is not being pushed by providers. We buy less of them, because those are not promoted or advertised strongly enough, we are not aware of our favourite manufacturer’s new model and we end up buying something which actually rips us off.

Plausible theory, don’t you think? 🙂

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