Beyond Form and Features
Does brand play a significant role in consumer selection of handsets?
Nelson WhippleResource Systems Group, Inc., United States
Tom AdlerResource Systems Group, Inc., United States
Leslie RimmerMarket Research, Resource Systems Group, Inc., United States
INTRODUCTION
The mobile handset market has rapidly moved toward devices that serve needs other than simple voice communication. These needs include other communications functions such as text/multimedia messaging, email and internet access. They also include imaging (still camera, video), music, and games, serving as a potential substitute for other separate digital devices.
These new features are unquestionably important drivers...