Marketing myths about mobile phones

Any manufacturer seeks to promote their products, not disdaining at times and frank deception. As a result, the consumer simply stops paying attention to annoying and monotonous advertising. In addition, often stamps and advertising tricks are all the same, not corresponding to reality. This situation is also valid for the world of mobile phones.

Pathos phrases describe both expensive flagships and frankly budget models. Naturally, each company has its own style of presentation, favorite words and phrases.

In addition, each manufacturer has a certain set of mandatory rules, from which he tries not to retreat. For example, the ideology of leadership, on which everyone was obsessed. Only here is the buyer a practical benefit from the former merits of the manufacturer?

In the classic case, advertising presents a novelty, emphasizing its real advantages. If they were not, then an attempt was made to find them or offer the consumer to look at the goods from a different angle. Thus, the best world advertising aimed to inform the world about a quality product, and not sell bad samples.

Today, the cruel world of business has changed the rules. More and more mobile phone manufacturers sin by tricks, generating a bunch of marketing myths about their products.

The world’s leading manufacturer.

This phrase is a landmark for Big Business and MBA graduates. It is Leadership they rave and try to achieve it. If attempts are unsuccessful, then illusions are planted in which the producers stay. Almost every journalist knows that the press releases of Sony Ericsson, Nokia, Samsung, LG and Motorola start the same way – with this phrase. But after all the leader can be one, and it is not difficult to find his name in the sales reports. A gold Olympic medal is awarded only to the winner, not to a handful of contestants.

Large display.

Almost any press release mentions a large (even if 2-inch) and comfortable for convenient operation of the display. But after all, all screens can not be equally large. Today, those can be considered samples with dimensions from 3.5 inches. And there are a few on the market. And certainly not a large 2-inch display. The largest display now boasts HTC creations. The HD2 and Desire HD models are 4.3 inches in size.

Phone, perfect for …

Trust in the voice of the mind – nothing is perfect in our world. After all, if something perfect appears on the market, then there is nothing to strive for. The manufacturer, and competitors can simply turn off further activities and new developments. Why waste money if the ideal is achieved? The idea is that it can not be achieved at all. So, seeing the phrase “is ideal for …”, know that this is either a deception, or simply embellishing reality. The ideal model of the phone in just six months or a year will be replaced by a new ideal heir.

Required feature set.

This phrase is so widespread, but in reality it does not mean anything. Usually it is used when it is necessary to paint a “wide” range of possibilities for an inexpensive mobile phone. Only here the concept of the necessary set of opportunities for each buyer of the budget variant is different. For someone and the camera in the phone is absolutely not needed, and in fact to pay for it it is all the same. It’s easier to realize that all budget models of the same generation (or year of release) are similar in functionality. Their differences lie in another area. So the phrase about some set of functions is devoid of real meaning.

Integration with social networks.

In the modern world of telephones without this phrase, nowhere. Everyone raves Classmates, Contact and Twitter. Everyone wants to use them for quick self-promotion and cheap advertising placement. Social networks are able to use almost everything. For a student with an account in a number of social networks, a phone with access to them will automatically be desired.That’s what manufacturers want to announce their vehicles are socially active. Sometimes it seems that every company has adopted a mandatory program, according to which any phone, regardless of its capabilities, should be called integrated with social networks. But after all, typing texts and working in these kinds of services without a large screen and a QWERTY keyboard is simply inconvenient and inconvenient. And there is no difference in who to tell about it – buyers or superiors. Today virtually any smartphone or communicator with a touch screen already has such capabilities, regardless of whether the manufacturer establishes a certain adapted program or not. But Facebook for mobile access develops its own applications for various most popular platforms. Also, there are customers for Twitter for each platform, they are certainly better than any attempts of the user, since they are at the head of the market.


Today this beautiful word is used by almost all manufacturers. Abuse with widgets is the lot of those whose work is the manipulation of consciousness. Usually, these small applications allow access to online sources of information (mail, weather, the same social networks). Widgets often work in the background, which is convenient. They allow you to receive information without going out specifically to the Internet or digging through the phone’s deep settings. It is enough just to glance at the display and the main page. However, the widget can not be called application shortcuts or links to any sites that are opened later in the browser. Widgets and labels are essentially different things.

Stay in touch all the time.

This stamp is very common, in fact it does not really mean anything. Just because any mobile phone is a welcome means to stay in touch. It is for this purpose that it is intended. If you need mail or ICQ, then applications for working with them are also available for budget phones with Java support, not to mention more complex smartphones and communicators. Yes, and the lack of GPRS in the phone is usually not a problem – just send an SMS.

Stand out from the gray mass.

This template is also very common. At the same time, descriptions of what exactly the gray crowd is, and why it is proper to get out of it is not done. It is believed that this is understandable by default. But people often answer such questions and can not, relying on the fact that it is so accepted, but everyone should stand out. A gray crowd – just those who did not dare quickly stand out. But such logic can not be understood. In the same classics did without such concepts. Even Pushkin did not say anything about the gray mass and did not try to stand out from it. Can not we?

Show your personality.

This hoax is one of the most grandiose in brainwashing. Who told you that the pink phone socket will immediately tell you about your personality and uniqueness? Frankly, this view automatically implies the lack of individuality as such, even in the bud. Self-deception is an attempt to prove yourself by buying a melody for a call from a popular movie or a funny screen saver. After all, so do millions of such trusting users. Want to prove yourself truly – do something with your own hands, then the melody (picture) and will be truly unique. Then you can grow in your own eyes and in the eyes of friends. Stand out by the mind, not the design of the phone – be adults.

Friendly attitude to the environment.

This idea, bordering on obscurantism, came to us from a satisfied and contented Europe, where people took care of environmental problems and took significant steps, correcting the situation. That’s only electronics is an area where it’s hard to care about the environment, and it’s extremely easy to pollute it. So there is a marketing move with fictitious care.After all, if you do not talk about it, then this banner will be picked up by the undisturbed competitors, snatching away a piece of the pie. So, wanting to really take care of the environment, think first of all about where you personally take the old batteries and batteries? And where is the old and dead technique thrown out? To really protect the environment, one should not exert titanic efforts and go to Shambhala. It is enough to start with yourself, not shifting your responsibility to electronics manufacturers, which in principle pollute nature. Electronic devices that are friendly and harmless to the environment simply do not exist now.

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