Fashion Dominates Mobile Handsets
Mobile Handsets: Fashion takes the center stage
The recent mobile handset launches in India by various manufacturers heralds the start of a new era of mobile competition, one in which operators' differentiation in the marketplace is focused on handsets rather than networks. The variety of choice of mobile voice handsets has been good over the last few years and the these are continuously evolving making the handsets more feature-rich. As the past experience tells us that neither better technology, nor past market success guarantees future success, so vendors will have to offer the best that supports next-generation services.
Mobile phones have metamorphosed from basic communicator equipment to the fashion statement reflecting the personality of the user. It is a popular icon of our visual culture whose design speaks a lot about the consumers' social and cultural experience, and aesthetical understanding of technology, which also gets influenced from the latest fashion trends. Today, an individual spends most of his time with the mobile using and flaunting it. So its design, look and features speak a lot about what he is and what he aspires for. With the design and features, technology advancement in the phone also plays a major role as people wants to be seen as tech savvy.
According to the managing director of a global handset manufacturer, the social experience of consumers shows that mobile phones have moved through its lifecycle from being a communication device to the style object. Due to increasing electronification of consumers' lifestyle, there is ever growing demand of digital convergence matching the latest fashion trends. Even the latest mobile technology can no longer represent pure functional rigidity, but should be customised to fulfill the pleasures of life, the notion of comfort, and emotive necessity towards personalisation.
According to recent reports on consumer attitude for latest mobile handsets, the consumer's purchase decision of a hand held device is based primarily on the aesthetics of the device, this is very well understood by the handset vendors. Also, it is increasingly difficult for a vendor to differentiate their products by simply adding enhanced technology features. For the consumer who is facing a range of seemingly identical devices as far technology is concerned, the aesthetics of a device can generate an emotional response to which customer relates a value and for which he is ready to pay a premium. This is one of the key factors that is driving the handset vendors to offer trendy and fashionable devices.
There had been rapid changes in the form and features of the mobile phone. The trend is very clear in form as there had been shift in focus from static Bar phones to dynamic clamshell and slider phones. Samsung is a trendsetter with its "slim and wide" design phone concept that offers better portability with its lightweight and thinness, as well as enriches multimedia features in a mobile environment with larger screens.
The latest trends in cell phones? features reflect a convergence of voice, video and data communications. By blending information with entertainment, cell phones are center-stage in the evolving trend of mobile infotainment. The companies are bundling their phones not only with MP3, polyphonic ringtones, video recorder, photo shoot, GPRS and radio-TV programs at push button, but also adding up aura features making phones more emotive.