Tag: evo

The Evolution Of Smartphones, By The Numbers [And Why Apple May Dominate The Next Round]

In 2007, Apple energized the smartphone industry with the introduction of the first-gen iPhone. Within a year, they had gone from a non-player in the cellular phone market to an innovative industry leader. Indeed, Apple’s tremendous success in the marketplace is exemplified by their capture of 48% of the Q1 2010 mobile phone revenues, despite being limited to GSM carriers and garnering only an estimated 3% of the total handset market.

If rumors of a CDMA phone in 2011 are correct, Apple is poised to once again make an historic leap, this time not for its innovative technological advances, but in terms of a significant – possibly even dominant – market share increase. In order to explain why this might be, we need to understand how smartphone adoption has evolved (very rapidly) over the past 3 years.

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Apple Just Gets It

It’s no surprise that Apple is making such huge strides in the consumer market. They follow the Human Factors tenet of providing a tool to get things done rather than an obtrusive device that one must adapt one’s life into. And not just in the products themselves, but in *how* those products are positioned.

Case in point, check out Sprint’s EVO 4G demo. It’s all about specs and “features to make other smartphones jealous”. Now contrast that with the practical, emotion-filled ad for FaceTime and the iPhone 4G. Screw the technical jargon, here’s how we make your life better.

http://now.sprint.com/firsts/evo4g/#/evo4g/

Trust Us – It’s The Most

The Sprint EVO 4G had the most successful opening day in Sprint history. Interesting that they mention 22,000 stores and beating the previous record of Instinct and Pre, but curiously never actually say how many were actually sold. Meanwhile, Apple had no such secrets in that regard even when gaffes were involved: 400,000 iPhones sold on the first day of pre-order, causing many of the AT&T eCommerce servers to crash and/or send erroneous emails.


Brick-and-Mortar Trumps Online

Verizon has Droid, and its customers are drooling over the forthcoming HTC Incredible. Likewise, Sprint’s next salivatory blow is the HTC EVO 4G. Google was trying to tie into that growth market by pushing their own branded Nexus One phone online. Today, they have toned down their commitment and will only sell through channel partners such as Vodaphone stores in the UK. A big reason was that they had issues with tech support. But the other is more touchy-feely. Touchy-feely on the phones that is. People want to hold their phone and try it out before buying. Buying sight-unseen online wasn’t going to cut it. The Vodaphone stores, however, will give them that channel. Failed online venture or not, its all gravy to GOOG. They sold 20,000 units – a paltry sum next to BB/iPhone numbers – but you have to figure that was all word of mouth and Google reputation. Not bad for just slapping a logo on an HTC phone.


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