The most important factor is the marketing strategy deployed by giants smartphones companies, to attract and retain their clients, building long-life relationships with customers.
Apple does not pursue the small business or smartphone market, it is just too small. The only market big enough is the mainstream market, and thus Apple is aiming the iPhone at the millions of iPod-toting technophobes. The Mac customers who seek tech support every time their precious Mac will have a small problem is the target for the iPhone; provide them with a cool status symbol that they can use every day to take calls and they will be pleased.
At the other end of the table, to make the BlackBerry more appealing to consumers, RIM has begun releasing devices that offer more than just wireless e-mail, including features such as a media player, camera, overall sleeker design, resulting in an enthusiastic response from consumers that ended up quickly snapping these new BlackBerry devices. One way in which RIM has been trying to be more competitive with Apple is with its offering of applications. Blackberry’s App World has doubled its options to around 2,000 applications, however, still far behind the 50,000 that Apple has, but constantly gaining more confidence. As of July 2009, these applications are available in the U.S., U.K., Canada, Italy, France, Germany, and Spain and soon to be offered in Brazil and India.
HTC has recently implemented a new “global advertising campaign that is based on HTC’s ‘Quietly Brilliant’ brand positioning. As HTC’s first global advertising campaign, the YOU campaign is being rolled out across 20 countries and features the tagline, ‘You don’t need to get a phone. You need a phone that gets you.’ This represents HTC’s commitment to focus on people (you), making a big propaganda within the city centres, with a mix of traditional advertising and guerrilla advertising techniques, such as television, fliers, posters on buses and stickers on urban stairways. HTC has truly blanketed the market with these 60-second ads, focusing their attention on quantity rather than a whole storyline portraying the phone throughout a journey. In addition, more ads of shorter duration increase the likelihood of someone seeing at least one of them. This, in turn will build some Brand Recognition for “HTC,” and thus a lack of specific phone detail is understandable. Most people carry a various devices manufactured by the company, such as Fuze or Cingular 8125, yet when they hear something mentioned about their phone being an HTC, the response is completely blank. Therefore, it seems it would be a good strategy for HTC to build some name recognition; however, the trick will be in transferring that to individual models / carriers, in comparison with Apple, which has only 2 models to consider.
On the pro side, BlackBerry’s target market is premium users, and there are a lot of things you can do with apps designed for BlackBerry, such as enrich productivity. On the con side, there is not the critical mass with the general consumer compared to the iPhone.
However, in order to be really successful and the real market leader, you have to play in both consumer and enterprise markets. People use smartphones for both pleasure and business, and this holds true from teens to adults.