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Home > Communications > Wireless > Components/Equipment
The New Age of Handset Customisation: 2006 - 2011
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| Published Date:
August 2006
Published By:
ARCchart
Page Count:
198
Order Code:
R462-21
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Handset customisation is a standard practice across the mobile industry. Mobile network operators (MNOs) enforce a range of modifications to manufacturer handsets to improve service interoperability and discovery. However, customisation is now working its way into the physical form factor of the device, as well as the graphical user interface. MNOs like Vodafone and Nordisk Mobiltelefon have launched completely customised phones to better address the needs of specific customer segments. New-age MVNOs such as AMP’d, ESPN and Voce, are deploying customised handsets to appeal to niche market segments. Handset manufacturers of all sizes and types are evolving their product portfolio towards differentiated devices that appeal to niche audiences. Finally, consumer and lifestyle brands such as ELLE and ESCADA, are diversifying into mobile handsets in search of brand extension opportunities and greater profits.
This report examines the industry evolving around uniquely customised handsets (UCHs). We believe that the coming years will see a proliferation of uniquely customised handsets, which have both distinguished industrial design and a customised user interface, to target niche consumer segments. This will meet an
increased demand for variety and personalisation in phone colours, styles and form factors, as handset cosmetics become a key purchase criterion for consumers. Market precedents such as Vertu, Xelibri, ESCADA, Firefly, Vodafone Simply, Dmobo’s Disney-themed M900, i-kids, ELLE Glamphone, Bang &
Olufsen Serene, Goldvish, Casio G-Zone, Voce, Jitterbug and Nordisk MobilTelefon have paved the way for uniquely customised handsets, targeted at a wide range of segments, including kids, fashionable females, tweens, teenagers, sports enthusiasts, senior citizens and VIPs.
Key topics covered include:
- OEM strategies, including case studies for Xelibri, Siemens ESCADA, Bang & Olufsen, ELLE, i-kids and Vertu
- The 12 steps to handset commercialisation: from brand licensing and design, to distribution and the retail experience
- UCHs as a key differentiator for MVNOs
- Operator UCHs: including Vodafone Simply, Orange Experience and Nordisk Mobiltelefon
- The emergence of Customised Design Manufacturers (CDMs)
- Insight into how operator and manufacturer customisation strategies will evolve in the coming years
- Leveraging the handset software stack
- Next-generation plastics and casing techniques
- Recommendation for optimising UCH market strategy
- Market forecast: Growth of uniquely customised handsets to 2011 and the changing roles of OEMs, ODMs and CDMs
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