While Branding Has Always Been A Marketing. E-book. Formato EPUB - 9791222447216

Do you recall how Nokia surpassed Ericsson to gain the top in the global mobile phone manufacturing business a few years ago? This is the story of how "human technology" developed by a bankrupt pulp company defeated "bluetooth technology" developed by a long-established telecommunications company. More than a century of invention has been active. This is also the story of how personal gadgets that "connect people" overcame the phone that "makes oneself heard"! And this is the true tale of how a strong marketing firm defeated a strong technological company in the mobile phone sector.
Surely, the battle between these two Scandinavian firms is far from done! The war had entered a new phase when Ericsson planned to liquidate its mobile phone sector in order to build SonyEricsson, a new 50:50 Sony firm. Because the mobile phone, not the personal computer, is the icon of the information technology era, the study of this conflict is particularly relevant and important. The cell phone will become the most powerful personal assistant in the next decade. Why? Because this gadget, which fits in the palm of your hand, will serve as a mobile computer and communication assistance device. The owners of these objects will establish a new market, one in which space is totally virtual, one in which new ideas and tactics are required.
As Nokia pointed out, the technology that wins is the technology that can serve people. No cutting-edge technology is developed only for the sake of technological advancement. As a result, successful information technology, not just cell phone technology, must be able to convey more emotional messages. Why is this the case? In essence, most human communication includes emotions rather than cognitive messages, emotional "connecting people" vs "letting oneself be heard". "Extremely sensible."
More interactive possibilities for mobile users thanks to cell phones, (some) supported by the Internet and personal computers! Guess who this trend makes the happiest in the world? Females! In essence, women have a need to speak about 20,000 words per day, whereas men's need is only 7,000. In essence, women need to communicate with each other more than men, so the majority of customers of mobile phones with connectivity needs are female.