Marketing and advertising in promoting smartphones to the market, origins and trends

In this article I would like to talk about marketing in promoting smartphones to the market. This is a fairly general topic, I would not like to dwell on every “smart” device, so it makes sense to consider only key devices and general trends in smartphone advertising over time.

In general, the word "smartphone" became commonly used back in 2002 with the announcement of such a well-known device as the Nokia 7650.

Before that, of course, there were devices running the same Symbian operating system, such as Nokia 9210 (i), you can even remember Psion devices, but they were so highly specialized and, to put it mildly, non-mobile (the weight of 9210 approached to a quarter of a kilogram), that the demand for them was very limited, the devices acted as the so-called. test of technologies, showed the leadership of companies in the techi segment. The Symbian operating system still won a fairly significant part of the market, but there was no talk of permanent leadership at that time.

But let's get back to the origins of mass market smartphones, the Nokia 7650.

The device was announced and made a "little revolution", so to speak. No, the key point was by no means the operating system of the device, which most of the future buyers simply did not suspect. Funny, don't you think? However, a similar situation is observed even at the present time, but we will return to this issue later. Nokia 7650 was the first device to combine such innovative technologies as a large high-quality high-resolution TFT screen, a very good built-in camera, an interesting design (one of the first sliders on the market), new services, such as MMS. Cellular operators used 7650 to advertise and promote MMS services to the masses. It is to this service that the model owes its popularity in many respects.

The cost of the solution was quite high, the audience was limited (business users, techi in the majority), so there were frequent cases of so-called. subsidizing the model, i.e. sales at a deliberately lower price than the manufacturer's selling price.

The aggressive advertising campaign for the 7650, as already mentioned, did not affect the concept of "smartphone" as such. The main emphasis was placed on the MMS technology, we can say that, together with some other features of the model (camera, form factor), this was the main selling point.

Nokia 7650 has become a really popular and cult model, even featured in the film "Minority Report", which again attracted a part of the audience as consumers of solutions with a big charge of image.

What was this excursion into the past? It's just that at a time when smartphones were still something exclusive to the market, their promotion was not based on such functionality.

The next revelation for the market was the SonyEricsson P800 smartphone, the first truly high-tech pen-enabled device. It was introduced not much later than 7650, but it reached the market with a noticeable delay, which, however, did not prevent it from remaining the only one of its kind for quite a long time in the absence of direct competitors. Of particular importance is the fact that the model was one of the first to be presented under a joint brand, a serious claim to technological leadership, and the advertising campaign was appropriate. In this case, the focus was on handwriting on a huge touch screen, this is an exclusive functionality. Despite this, the emphasis on the business functions of the communicator is already more noticeable - an advanced organizer, Internet browsing and, of course, the ability to install various applications, the functionality of which was not commensurate with Java applets in any way.

The applications themselves, of course, also served as engines of progress, that is, an increase in demand for smartphones.

An example of this is the application that made it possible for Model 7650 users to record, play, and share videos with sound. Initially, this feature was not supported. It is worth noting that this is a classic example of limiting the functionality of devices for marketing purposes, the implementation of any function in the next model, which in this case was the Nokia 3650.

In general terms, high-quality and useful applications for smartphones have become exactly the first means of promoting devices to the market as "smart" solutions. In the future, this marketing tool continued to gain momentum, games for Symbian smartphones, including the notorious 3D shooter Doom, which were so different from simple java games, often became criteria for choosing a smartphone, however, it is worth mentioning that only that layer of mobile users who could afford this expensive pleasure and were ready to put up with some restrictions, such as the size of the devices.

Nokia's experience in creating a gaming smartphone, the N-Gage project, cannot be ignored here. The project was curtailed, in the end, as a failure, but a lot of experience was taken out of it. The Nokia N-Gage is a horizontally oriented Symbian smartphone of large size and irregular shape, the games for which were quite expensive, and eventually became available for most of the company's other smartphones, but with normal sizes and a standard shape. All this led to the fact that the device had few consumers, even despite the extensive advertising campaign. The latter affected the gaming functions of the device, again, the operating system of the device was not emphasized, although it was the cheapest smartphone. Let's make a reservation that for people who knew this it was known, but the bulk of the users were young people, for whom, in fact, the device was designed.

But the “N-Gage” sub-brand has not died and will be used to promote smartphones to the market, one way or another biased towards the gaming direction.

Another example was the availability of the Opera Internet browser for smartphones, which supported most of the standards required by the user and made browsing the Internet a very comfortable experience when compared to other mobile devices on the market.

This process continues now, Internet browsers of the latest versions, including the own developments of manufacturing companies, have become the hallmark of smartphones. A good example is the Nokia Web Browser S60, an Open Source solution that was supposed to be superior in functionality to Opera.

This browser is available today only for smartphones running Symbian 9, is in some way their hallmark. In the future, this browser will be improved and pre-installed on all new S60 devices. An interesting idea: to “accustom” the consumer of “smart” devices to convenient viewing of Internet content, after which the probability of the user switching to conventional phones is relatively small.

The main feature of the Finnish manufacturer's smartphone industry is the presentation of the latest technologies in smartphones, while SonyEricsson have chosen a slightly different path. Remembering the 7610, the first device on the mass market equipped with a megapixel camera, the thought involuntarily slips that this is probably the only device in which the term “smartphone” is so skillfully veiled. The 7610 advertising campaign was based only on a huge charge of the image, because its design is unique, plus the first megapixel camera, again, the advertising of MMS technology has not gone away - “shot-sent”.

When promoting devices on the market, the target audience is first clearly defined, and an advertising campaign is built on this basis. For example, for the Nokia 7610, these are people who simply do not need most of the functions of a smartphone. I think many people remember the Fashion Police ad, it was very massive:

The 6260 was Nokia's first clamshell smartphone. A rather important step is the acquisition of new users due to the new form factor, which is rapidly gaining popularity.

The advertising campaign of the device was not as massive as the 7610, but still quite interesting. In the photo, you can see that the main selling point was... the swivel screen! Of course, the concept itself was successful, the screen has three working positions, but when promoting the smartphone to the market, apart from the design, the emphasis was not placed on anything - neither on the operating system, nor on general business functionality.

Continuing a number of Nokia models, the 6630 was promoted as the smallest smartphone of the third generation, as a tool for a business person, the emphasis was on support for video calls, work in third-generation networks, a powerful camera with video recording for an hour.

The same situation was observed with 3230, it was a "smartphone for work and play in one bottle." The term "smartphone" was already quite common by that time, however, I think not all consumers were clear about the benefits associated with this term, rather, the influence of the company's brand in combination with the newfangled term provided the main sales.

Here we already see the beginnings of the evolution of marketing in the promotion of devices as smartphones. The line was continued by the 6680/6681 devices, which were refurbished versions of the 6630. However, this time the advertising campaign emphasized the multimedia functions of the devices, such as: a screen displaying 262,000 colors, a 1.3 MP camera:

The next significant step in the world of smartphones was the introduction in April 2005 of Nokia Nseries, a sub-brand that brings together the most technologically advanced S60 smartphones, solutions that stand apart from the main Nokia model range both in terms of overall functionality and design. But the main thing is still to be considered the marketing concept of the sub-brand. The selection of a separate series of devices, their high price, and for the most part their dissimilarity to the previous solutions of the company led to interesting consequences: even placing a “regular” smartphone with ordinary characteristics in a series automatically raised its status. But later there was a key turning point in the positioning of smartphones and their promotion to the market within Nokia, namely after the launch of the second wave of Nseries products, in particular the N80.

Harry Santamaki, VP of Multimedia Strategy and Business Development at Nokia, is worth considering. It consisted in replacing the definition of "smartphone" or "telephone" with the term "multimedia computer" in all press releases of the company, in all advertising campaigns. It was an unpredictable move, but for now it is Nokia's latest marketing strategy for smartphones. It was with this definition that a fundamentally new class of devices, from the point of view of the consumer, came to the market, the PR policy has borne fruit.

With this step, the company's strategy was rethought, smartphones, and now multimedia computers, have taken their own niche, the niche of "smart" devices.

The situation is exactly the opposite with Nokia Eseries, but the situation is twofold: on the one hand, on the nokia.com website, three smartphones included in the series were listed under the names E60 phone, E61 phone and E70 phone, respectively. Only Nokia 9300 and 9500 were given the names "smartphone". What, according to Nokia's idea, the word "phone" should emphasize remains a mystery, but, on the other hand, when promoting Eseries devices to the market, such qualities as the operating system, the presence of a Wi-Fi module, excellent communication capabilities. It can be assumed that at that time the company had not yet decided on the difference in the positioning of Nseries and Eseries devices, because both lines included the most high-tech solutions from the manufacturer, smartphones based on the S60 of the latest edition, hence, perhaps, throwing from one term to another.< /p>

Recently, 1-1.5 years ago, devices with an integrated Wi-Fi module have become widespread. We are talking about Eseries, Nseries, 9500 smartphones, Windows Mobile communicators, such as Qtek S200, 9100, etc.

Did this in any way affect their promotion to the market? Yes, definitely. But we hardly noticed this in advertising companies.

One of the first mass-market smartphones equipped with Wi-Fi was the N91. At the same time, this was not the so-called. selling point, that is, in the advertising of the smartphone, the emphasis was placed exclusively on the musical component of the device, the amount of its memory, in particular. The ability of the device to work in third-generation networks, the image component in the form of a steel case, which had previously been seen only in the premium segment in the face of models of the 8xxx line, were also not affected by advertising.

Devices on Windows Mobile at the same time were positioned as business communicators, respectively, the described technology was given attention, it was advertised.

The only device where Wi-Fi was the main selling point was the Nokia 9500:

The technology was new at that time, and it was its correct presentation that to a greater extent determined the success of both this model and subsequent ones with a Wi-Fi module on the market.

By touching on the topic of musical smartphones, let's focus on the most prominent representatives of this trend: Nokia N91, Samsung i300, Nokia 3250, SonyEricsson W950i. The manufacturer, clearly understanding the specialization of devices and the needs of the target audience, does not focus on extraneous functions of the devices, such as the operating system, business applications, and others. Only music and, of course, the amount of memory. Take a look at the Nokia 3250 billboard as an example:

The advertisement emphasizes the main feature of the novelty - the swivel design of the keyboard unit. At the same time, the emphasis is on the musical abilities of the device, which is logical. The device turned out to be quite massive, the focus is frankly youth, therefore, there is no talk of “smartphone” functions.

In general, the number of pre-installed applications for such musical devices does not include business applets, for example, tools for working with office documents, the settings of the built-in camera are mostly ascetic. This is another way, besides design, to position devices for different audiences. Often the differences are described by marketing and only by marketing, the clearest example is the launch of Nokia's Music editions:

What is natural, the majority of consumers will really believe that such "musical" models are really adapted to play music files better, better, if you like, than their "ordinary" counterparts.

The situation is similar with devices aimed at photographing or video filming. Marketing efforts are aimed at the prevalence of the importance of the camera built into the phone, this is natural. In the case of the Nokia N93, it would seem that a number of technical innovations (a new type of processor that provides a faster interface, a built-in Wi-Fi module) are extremely important for a business user, but apparently this target audience was not taken into account when promoting the product to the market .

"Shoot and burn to DVD" is the advertising slogan. It would never occur to a typical layman that he has a smartphone of the latest generation in front of him. Whether it's good or bad for the device's image - we don't dare to judge, but in any case, Nokia does not count on mass sales of the device, perhaps advertising accents are placed in this way.

Here we will return to the N-Gage sub-brand mentioned at the beginning of the review. It was N93 that became the first indirect successor to the N-Gage (QD) model. The device has a horizontal screen mode, it is especially comfortable to play in this position, this orientation is also one of the selling points of the device.

Again, from a marketing standpoint, it's much more profitable to sell games for a platform on which many devices are built (this is a matter of the future) than for a few highly specialized devices. An example is the game System Rush: Evolution preinstalled on the N93.

It is also worth paying attention to the i750 smartphone, designed, together with the successful i300 model, to indicate Samsung's plans in the segment of "smart" phones. Unlike the i300, in its advertising the manufacturer focuses on an application capable of recognizing business cards. A rather strange choice of selling point for such a functional device, but, apparently, the task was to show the uniqueness of the function.

There are not so many smartphones in the Samsung portfolio, or rather, very few, and perhaps that is why such characteristics are chosen to promote goods to the market, the emphasis is on the operating system, the presence of such applications, the clear positioning of the device is not just business phone, but as a communicator with a full operating system.

In this material, the key points that have shaped the market of smartphones and communicators for a long time, since its inception, have been considered.

It is thanks to marketing efforts that smartphones have occupied their rather extensive niche in the market, in particular, Nokia has made smartphones affordable and popular, and Symbian OS has dominated the market of smart devices. As shown, at first the company increased the functionality of devices, mostly without focusing on any term, but now, after reaching a certain level in terms of functionality, it created a “new” class of “multimedia computers” that attracted such increased consumer attention as well. through such positioning. The situation will continue further, at some point a new “surname” will be introduced, designed to again separate future devices from the main lineup.

Sony Ericsson has chosen a slightly different way of positioning its smartphones. At first, the marketing policy focused on abstraction from the main model range, presenting unique functionality, but now the company's devices are approaching phones in positioning, including in size, visually the difference is minimal. Such devices will not be highly specialized, they attract a wide audience that does not need all the standard functionality of smartphones, but at the same time does not notice the fundamental difference between devices such as the M600i, W950i, their successors and regular phones.

Both strategies are successful and interesting, they describe the trends in the marketing policy of companies and the promotion of smartphones to the market that we will see in the future.

The functionality of a device with an open operating system makes it easy to organize additional services, expand the capabilities of devices without using specialized hardware solutions, and this is already there to reduce costs and simplify development.

Naturally, you need to understand that the main marketing tool is the price of devices, even with the most intense advertising, expensive devices will sell worse than their cheaper competitors. That is why the development of smartphones aimed at the mass, cheap market is underway, this is achieved by reducing the cost, i.e. using more economical technologies, expanding distribution channels.

Each manufacturer has smartphones, communicators in its product range and, depending on their number, the target audience, applies its own most appropriate methods to promote devices on the market, their clear positioning, which determines the perception of the device by consumers, the formation of the company's image and each individual device, and, accordingly, the resulting profit.

With a properly organized advertising campaign, a strong PR policy, and a clear focus on the needs of a rapidly developing market, smartphones, communicators or “multimedia computers” can completely replace regular phones in the high-end segment, and time will tell whether this assumption is true.

Marketing and advertising in promoting smartphones to the market, origins and trends

In this article I would like to talk about marketing in promoting smartphones to the market. This is a fairly general topic, I would not like to dwell on every "smart" device, so it makes sense to consider only key devices and general trends in smartphone advertising over time.

In general, the word "smartphone" became commonly used back in 2002 with the announcement of such a well-known device as the Nokia 7650.

Before that, of course, there were devices running the same Symbian operating system, such as Nokia 9210 (i), you can even remember Psion devices, but they were so highly specialized and, to put it mildly, non-mobile (the weight of 9210 approached to a quarter of a kilogram), that the demand for them was very limited, the devices acted as the so-called. test of technologies, showed the leadership of companies in the techi segment. The Symbian operating system still won a fairly significant part of the market, but there was no talk of permanent leadership at that time.

But let's get back to the origins of mass market smartphones, the Nokia 7650.

The device was announced and made a "little revolution", so to speak. No, the key point was by no means the operating system of the device, which most of the future buyers simply did not suspect. Funny, don't you think? However, a similar situation is observed even at the present time, but we will return to this issue later. Nokia 7650 was the first device to combine such innovative technologies as a large high-quality high-resolution TFT screen, a very good built-in camera, an interesting design (one of the first sliders on the market), new services, such as MMS. Cellular operators used 7650 to advertise and promote MMS services to the masses. It is to this service that the model owes its popularity in many respects.

The cost of the solution was quite high, the audience was limited (business users, techi in the majority), so there were frequent cases of so-called. subsidizing the model, i.e. sales at a deliberately lower price than the manufacturer's selling price.

The aggressive advertising campaign for the 7650, as already mentioned, did not affect the concept of "smartphone" as such. The main emphasis was placed on the MMS technology, we can say that, together with some other features of the model (camera, form factor), this was the main selling point.

Nokia 7650 has become a really popular and cult model, even featured in the film "Minority Report", which again attracted a part of the audience as consumers of solutions with a big charge of image.

What was this excursion into the past? It's just that at a time when smartphones were still something exclusive to the market, their promotion was not based on such functionality.

The next revelation for the market was the SonyEricsson P800 smartphone, the first truly high-tech pen-enabled device. It was introduced not much later than 7650, but it reached the market with a noticeable delay, which, however, did not prevent it from remaining the only one of its kind for quite a long time in the absence of direct competitors. Of particular importance is the fact that the model was one of the first to be presented under a joint brand, a serious claim to technological leadership, and the advertising campaign was appropriate. In this case, the focus was on handwriting on a huge touch screen, this is an exclusive functionality. Despite this, the emphasis on the business functions of the communicator is already more noticeable - an advanced organizer, Internet browsing and, of course, the ability to install various applications, the functionality of which was not commensurate with Java applets in any way.

The applications themselves, of course, also served as engines of progress, that is, an increase in demand for smartphones.

An example of this is the application that made it possible for Model 7650 users to record, play, and share videos with sound. Initially, this feature was not supported. It is worth noting that this is a classic example of limiting the functionality of devices for marketing purposes, the implementation of any function in the next model, which in this case was the Nokia 3650.

In general terms, high-quality and useful applications for smartphones have become exactly the first means of promoting devices to the market as "smart" solutions. In the future, this marketing tool continued to gain momentum, games for Symbian smartphones, including the notorious 3D shooter Doom, which were so different from simple java games, often became criteria for choosing a smartphone, however, it is worth mentioning that only that layer of mobile users who could afford this expensive pleasure and were ready to put up with some restrictions, such as the size of the devices.

Nokia's experience in creating a gaming smartphone, the N-Gage project, cannot be ignored here. The project was curtailed, in the end, as a failure, but a lot of experience was taken out of it. The Nokia N-Gage is a horizontally oriented Symbian smartphone of large size and irregular shape, the games for which were quite expensive, and eventually became available for most of the company's other smartphones, but with normal sizes and a standard shape. All this led to the fact that the device had few consumers, even despite the extensive advertising campaign. The latter affected the gaming functions of the device, again, the operating system of the device was not emphasized, although it was the cheapest smartphone. Let's make a reservation that for people who knew this it was known, but the bulk of the users were young people, for whom, in fact, the device was designed.

But the sub-brand "N-Gage" has not died and will be used in the promotion of smartphones, one way or another biased towards the gaming direction.

Another example was the availability of the Opera Internet browser for smartphones, which supported most of the standards required by the user and made browsing the Internet a very comfortable experience when compared to other mobile devices on the market.

This process continues now, Internet browsers of the latest versions, including the own developments of manufacturing companies, have become the hallmark of smartphones. A good example is the Nokia Web Browser S60, an Open Source solution that was supposed to be superior in functionality to Opera.

This browser is available today only for smartphones running Symbian 9, is in some way their hallmark. In the future, this browser will be improved and pre-installed on all new S60 devices. An interesting idea: to “accustom” the consumer of “smart” devices to convenient viewing of Internet content, after which the probability of the user switching to conventional phones is relatively small.

The main feature of the Finnish manufacturer's smartphone industry is the presentation of the latest technologies in smartphones, while SonyEricsson have chosen a slightly different path. Remembering the 7610, the first device on the mass market equipped with a megapixel camera, the thought involuntarily slips that this is probably the only device in which the term “smartphone” is so skillfully veiled. The 7610 advertising campaign was based only on a huge charge of the image, because its design is unique, plus the first megapixel camera, again, the advertising of MMS technology has not gone away - “shot-sent”.

When promoting devices on the market, the target audience is first clearly defined, and an advertising campaign is built on this basis. For example, for the Nokia 7610, these are people who simply do not need most of the functions of a smartphone. I think many people remember the Fashion Police ad, it was very massive:

The 6260 was Nokia's first clamshell smartphone. A rather important step is the acquisition of new users due to the new form factor, which is rapidly gaining popularity.

The advertising campaign of the device was not as massive as the 7610, but still quite interesting. In the photo, you can see that the main selling point was... the swivel screen! Of course, the concept itself was successful, the screen has three working positions, but when promoting the smartphone to the market, apart from the design, the emphasis was not placed on anything - neither on the operating system, nor on general business functionality.

Continuing a number of Nokia models, the 6630 was promoted as the smallest smartphone of the third generation, as a tool for a business person, the emphasis was on support for video calls, work in third-generation networks, a powerful camera with video recording for an hour.

The same situation was observed with 3230, it was a "smartphone for work and play in one bottle." The term "smartphone" was already quite common by that time, however, I think not all consumers were clear about the benefits associated with this term, rather, the influence of the company's brand in combination with the newfangled term provided the main sales.

Here we already see the beginnings of the evolution of marketing in the promotion of devices as smartphones. The line was continued by the 6680/6681 devices, which were refurbished versions of the 6630. However, this time the advertising campaign emphasized the multimedia functions of the devices, such as: a screen displaying 262,000 colors, a 1.3 MP camera:

The next significant step in the world of smartphones was the introduction in April 2005 of Nokia Nseries, a sub-brand that brings together the most technologically advanced S60 smartphones, solutions that stand apart from the main Nokia model range both in terms of overall functionality and design. But the main thing is still to be considered the marketing concept of the sub-brand. The selection of a separate series of devices, their high price, and for the most part their dissimilarity to the previous solutions of the company led to interesting consequences: even placing a “regular” smartphone with ordinary characteristics in a series automatically raised its status. But later there was a key turning point in the positioning of smartphones and their promotion to the market within Nokia, namely after the launch of the second wave of Nseries products, in particular the N80.

Harry Santamaki, VP of Multimedia Strategy and Business Development at Nokia, is worth considering. It consisted in replacing the definition of "smartphone" or "telephone" with the term "multimedia computer" in all press releases of the company, in all advertising campaigns. It was an unpredictable move, but for now it is Nokia's latest marketing strategy for smartphones. It was with this definition that a fundamentally new class of devices, from the point of view of the consumer, came to the market, the PR policy has borne fruit.

With this step, the company's strategy was rethought, smartphones, and now multimedia computers, have taken their own niche, the niche of "smart" devices.

The situation is exactly the opposite with Nokia Eseries, but the situation is twofold: on the one hand, on the nokia.com website, three smartphones included in the series were listed under the names E60 phone, E61 phone and E70 phone, respectively. Only Nokia 9300 and 9500 were given the names "smartphone". What, according to Nokia's idea, the word "phone" should emphasize remains a mystery, but, on the other hand, when promoting Eseries devices to the market, such qualities as the operating system, the presence of a Wi-Fi module, excellent communication capabilities. It can be assumed that at that time the company had not yet decided on the difference in the positioning of Nseries and Eseries devices, because both lines included the most high-tech solutions from the manufacturer, smartphones based on the S60 of the latest edition, hence, perhaps, throwing from one term to another.< /p>

Regarding 9300 and 9500, we invite you to watch an ad:

This emphasizes the functionality of the communicator, the dual mode of working with it. In principle, it could not be otherwise, this class of devices is simply impossible to advertise as "ordinary" phones, the audience accepted these devices even without additional advertising.

SonyEricsson has made some of the most correct and thoughtful advertising efforts in promoting its M600i business smartphone.

Here we see a clear emphasis on the key functions of the device - mobile office, push e-mail, Opera 8 browser, touch screen. An excellent advertising campaign successfully presented the strengths of the model, which are significant for business users, in this environment the concept of “smartphone” has become frequent and clearly defined, there is a great demand for smartphones, communicators, and therefore the offer is increasing every day in the face of subsequent M-series devices from SE, as well as Nokia Eseries, models from HTC.

Recently, 1-1.5 years ago, devices with an integrated Wi-Fi module have become widespread. We are talking about Eseries, Nseries, 9500 smartphones, Windows Mobile communicators, such as Qtek S200, 9100, etc.

Did this in any way affect their promotion to the market? Yes, definitely. But we hardly noticed this in advertising companies.

One of the first mass-market smartphones equipped with Wi-Fi was the N91. At the same time, this was not the so-called. selling point, that is, in the advertising of the smartphone, the emphasis was placed exclusively on the musical component of the device, the amount of its memory, in particular. The ability of the device to work in third-generation networks, the image component in the form of a steel case, which had previously been seen only in the premium segment in the face of models of the 8xxx line, were also not affected by advertising.

Devices on Windows Mobile at the same time were positioned as business communicators, respectively, the described technology was given attention, it was advertised.

The only device where Wi-Fi was the main selling point was the Nokia 9500:

The technology was new at that time, and it was its correct presentation that to a greater extent determined the success of both this model and subsequent ones with a Wi-Fi module on the market.

By touching on the topic of musical smartphones, let's focus on the most prominent representatives of this trend: Nokia N91, Samsung i300, Nokia 3250, SonyEricsson W950i. The manufacturer, clearly understanding the specialization of devices and the needs of the target audience, does not focus on extraneous functions of the devices, such as the operating system, business applications, and others. Only music and, of course, the amount of memory. Take a look at the Nokia 3250 billboard as an example:

The advertisement emphasizes the main feature of the novelty - the swivel design of the keyboard unit. At the same time, the focus is on the musical abilities of the device, which is logical. The device turned out to be quite massive, the focus is frankly youth, therefore, there is no talk of “smartphone” functions.

In general, the number of pre-installed applications for such musical devices does not include business applets, for example, tools for working with office documents, the settings of the built-in camera are mostly ascetic. This is another way, besides design, to position devices for different audiences. Often the differences are described by marketing and only by marketing, the clearest example is the launch of Nokia's Music editions:

What is natural, the majority of consumers will really believe that such "musical" models are really adapted to play music files better, better, if you like, than their "ordinary" counterparts.

The situation is similar with devices aimed at photographing or video filming. Marketing efforts are aimed at the prevalence of the importance of the camera built into the phone, this is natural. In the case of the Nokia N93, it would seem that a number of technical innovations (a new type of processor that provides a faster interface, a built-in Wi-Fi module) are extremely important for a business user, but apparently this target audience was not taken into account when promoting the product to the market .

"Shoot and burn to DVD" is the advertising slogan. It would never occur to a typical layman that he has a smartphone of the latest generation in front of him. Whether it's good or bad for the device's image - we don't dare to judge, but in any case, Nokia does not count on mass sales of the device, perhaps advertising accents are placed in this way.

Here we will return to the N-Gage sub-brand mentioned at the beginning of the review. It was N93 that became the first indirect successor to the N-Gage (QD) model. The device has a horizontal screen mode, it is especially comfortable to play in this position, this orientation is also one of the selling points of the device.

Again, from a marketing standpoint, it's much more profitable to sell games for a platform on which many devices are built (this is a matter of the future) than for a few highly specialized devices. An example is the game System Rush: Evolution preinstalled on the N93.

It is also worth paying attention to the i750 smartphone, designed, together with the successful i300 model, to indicate Samsung's plans in the segment of "smart" phones. Unlike the i300, in its advertising the manufacturer focuses on an application capable of recognizing business cards. A rather strange choice of selling point for such a functional device, but, apparently, the task was to show the uniqueness of the function.

There are not so many smartphones in the Samsung portfolio, or rather, very few, and perhaps that is why such characteristics are chosen to promote goods to the market, the emphasis is on the operating system, the presence of such applications, the clear positioning of the device is not just business phone, but as a communicator with a full operating system.

In this material, the key points that have shaped the market of smartphones and communicators for a long time, since its inception, have been considered.

It is thanks to marketing efforts that smartphones have occupied their rather extensive niche in the market, in particular, Nokia has made smartphones affordable and popular, and Symbian OS has dominated the market of smart devices. As shown, at first the company increased the functionality of devices, mostly without focusing on any term, but now, after reaching a certain level in terms of functionality, it created a “new” class of “multimedia computers” that attracted such increased consumer attention as well. through such positioning. The situation will continue further, at some point a new “surname” will be introduced, designed to again separate future devices from the main lineup.

Sony Ericsson has chosen a slightly different way of positioning its smartphones. At first, the marketing policy focused on abstraction from the main model range, presenting unique functionality, but now the company's devices are approaching phones in positioning, including in size, visually the difference is minimal. Such devices will not be highly specialized, they attract a wide audience that does not need all the standard functionality of smartphones, but at the same time does not notice the fundamental difference between devices such as the M600i, W950i, their successors and regular phones.

Both strategies are successful and interesting, they describe the trends in the marketing policy of companies and the promotion of smartphones to the market that we will see in the future.

The functionality of a device with an open operating system makes it easy to organize additional services, expand the capabilities of devices without using specialized hardware solutions, and this is already there to reduce costs and simplify development.

Naturally, you need to understand that the main marketing tool is the price of devices, even with the most intense advertising, expensive devices will sell worse than their cheaper competitors. That is why the development of smartphones aimed at the mass, cheap market is underway, this is achieved by reducing the cost, i.e. using more economical technologies, expanding distribution channels.

Each manufacturer has smartphones, communicators in its product range and, depending on their number, the target audience, applies its own most appropriate methods to promote devices on the market, their clear positioning, which determines the perception of the device by consumers, the formation of the company's image and each individual device, and, accordingly, the resulting profit.

With a properly organized advertising campaign, a strong PR policy, and a clear focus on the needs of a rapidly developing market, smartphones, communicators or “multimedia computers” can completely replace regular phones in the high-end segment, and time will tell whether this assumption is true.

Marketing and advertising in promoting smartphones to the market, origins and trends

In this article I would like to talk about marketing in promoting smartphones to the market. This is a fairly general topic, I would not like to dwell on every “smart” device, so it makes sense to consider only key devices and general trends in smartphone advertising over time.

In general, the word "smartphone" became commonly used back in 2002 with the announcement of such a well-known device as the Nokia 7650.

Before that, of course, there were devices running the same Symbian operating system, such as Nokia 9210 (i), you can even remember Psion devices, but they were so highly specialized and, to put it mildly, non-mobile (the weight of 9210 approached to a quarter of a kilogram), that the demand for them was very limited, the devices acted as the so-called. test of technologies, showed the leadership of companies in the techi segment. The Symbian operating system still won a fairly significant part of the market, but there was no talk of permanent leadership at that time.

But let's get back to the origins of mass market smartphones, the Nokia 7650.

The device was announced and made a "little revolution", so to speak. No, the key point was by no means the operating system of the device, which most of the future buyers simply did not suspect. Funny, don't you think? However, a similar situation is observed even at the present time, but we will return to this issue later. Nokia 7650 was the first device to combine such innovative technologies as a large high-quality high-resolution TFT screen, a very good built-in camera, an interesting design (one of the first sliders on the market), new services, such as MMS. Cellular operators used 7650 to advertise and promote MMS services to the masses. It is to this service that the model owes its popularity in many respects.

The cost of the solution was quite high, the audience was limited (business users, techi in the majority), so there were frequent cases of so-called. subsidizing the model, i.e. sales at a deliberately lower price than the manufacturer's selling price.

The aggressive advertising campaign of the 7650, as already mentioned, did not affect the concept of "smartphone" as such. The main emphasis was placed on the MMS technology, we can say that, coupled with some other features of the model (camera, form factor), this was the main selling point.

Nokia 7650 has become a really popular and cult model, even featured in the film "Minority Report", which again attracted a part of the audience as consumers of solutions with a big charge of image.

What was the purpose of this excursion into the past? It's just that at a time when smartphones were still something exclusive to the market, their promotion was not based on such functionality.

The next revelation for the market was the SonyEricsson P800 smartphone, the first truly high-tech pen-enabled device. It was introduced not much later than 7650, but it reached the market with a noticeable delay, which, however, did not prevent it from remaining the only one of its kind for quite a long time in the absence of direct competitors. Of particular importance is the fact that the model was one of the first to be presented under a joint brand, a serious claim to technological leadership, and the advertising campaign was appropriate. In this case, the focus was on handwriting on a huge touch screen, this is an exclusive functionality. Despite this, the emphasis on the business functions of the communicator is already more noticeable - an advanced organizer, Internet browsing and, of course, the ability to install various applications, the functionality of which was not commensurate with Java applets in any way.

The applications themselves, of course, also served as engines of progress, that is, an increase in demand for smartphones.

An example of this is the application that made it possible for Model 7650 users to record, play, and share videos with sound. Initially, this feature was not supported. It is worth noting that this is a classic example of limiting the functionality of devices for marketing purposes, the implementation of any function in the next model, which in this case was the Nokia 3650.

In general terms, high-quality and useful applications for smartphones have become exactly the first means of promoting devices to the market as "smart" solutions. In the future, this marketing tool continued to gain momentum, games for Symbian smartphones, including the notorious 3D shooter Doom, which were so different from simple java games, often became criteria for choosing a smartphone, however, it is worth mentioning that only that layer of mobile users who could afford this expensive pleasure and were ready to put up with some restrictions, such as the size of the devices.

Nokia's experience in creating a gaming smartphone, the N-Gage project, cannot be ignored here. The project was curtailed, in the end, as a failure, but a lot of experience was taken out of it. The Nokia N-Gage is a horizontally oriented Symbian smartphone of large size and irregular shape, the games for which were quite expensive, and eventually became available for most of the company's other smartphones, but with normal sizes and a standard shape. All this led to the fact that the device had few consumers, even despite the extensive advertising campaign. The latter affected the gaming functions of the device, again, the operating system of the device was not emphasized, although it was the cheapest smartphone. Let's make a reservation that for people who knew this it was known, but the bulk of the users were young people, for whom, in fact, the device was designed.

But the “N-Gage” sub-brand has not died and will be used to promote smartphones to the market, one way or another biased towards the gaming direction.

Another example was the availability of the Opera Internet browser for smartphones, which supported most of the standards required by the user and made browsing the Internet a very comfortable experience when compared to other mobile devices on the market.

This process continues now, Internet browsers of the latest versions, including the own developments of manufacturing companies, have become the hallmark of smartphones. A good example is the Nokia Web Browser S60, an Open Source solution that was supposed to be superior in functionality to Opera.

This browser is available today only for smartphones running Symbian 9, is in some way their hallmark. In the future, this browser will be improved and pre-installed on all new S60 devices. An interesting idea: to “accustom” the consumer of “smart” devices to convenient viewing of Internet content, after which the probability of the user switching to conventional phones is relatively small.

The main feature of the Finnish manufacturer's smartphone industry is the presentation of the latest technologies in smartphones, while SonyEricsson have chosen a slightly different path. Remembering the 7610, the first device on the mass market equipped with a megapixel camera, the thought involuntarily slips that this is probably the only device in which the term “smartphone” is so skillfully veiled. The 7610 advertising campaign was based only on a huge charge of the image, because its design is unique, plus the first megapixel camera, again, the advertising of MMS technology has not gone away - “shot-sent”.

When promoting devices on the market, the target audience is first clearly defined, and an advertising campaign is built on this basis. For example, for the Nokia 7610, these are people who simply do not need most of the functions of a smartphone. I think many people remember the Fashion Police ad, it was very massive:

The 6260 was Nokia's first clamshell smartphone. A rather important step is the acquisition of new users due to the new form factor, which is rapidly gaining popularity.

The advertising campaign of the device was not as massive as the 7610, but still quite interesting. In the photo, you can see that the main selling point was... the swivel screen! Of course, the concept itself was successful, the screen has three working positions, but when promoting the smartphone to the market, apart from the design, the emphasis was not placed on anything - neither on the operating system, nor on general business functionality.

Continuing a number of Nokia models, the 6630 was promoted as the smallest smartphone of the third generation, as a tool for a business person, the emphasis was on support for video calls, work in third-generation networks, a powerful camera with video recording for an hour.

The same situation was observed with 3230, it was a "smartphone for work and play in one bottle." The term "smartphone" was already quite common by that time, however, I think not all consumers were clear about the benefits associated with this term, rather, the influence of the company's brand in combination with the newfangled term provided the main sales.

Here we already see the beginnings of the evolution of marketing in the promotion of devices as smartphones. The line was continued by the 6680/6681 devices, which were refurbished versions of the 6630. However, this time the advertising campaign emphasized the multimedia functions of the devices, such as: a screen displaying 262,000 colors, a 1.3 MP camera:

The next significant step in the world of smartphones was the introduction in April 2005 of Nokia Nseries, a sub-brand that brings together the most technologically advanced S60 smartphones, solutions that stand apart from the main Nokia model range both in terms of overall functionality and design. But the main thing is still to be considered the marketing concept of the sub-brand. The selection of a separate series of devices, their high price, and for the most part their dissimilarity to the previous solutions of the company led to interesting consequences: even placing a “regular” smartphone with ordinary characteristics in a series automatically raised its status. But later there was a key turning point in the positioning of smartphones and their promotion to the market within Nokia, namely after the launch of the second wave of Nseries products, in particular the N80.

Harry Santamaki, VP of Multimedia Strategy and Business Development at Nokia, is worth considering. It consisted in replacing the definition of "smartphone" or "telephone" with the term "multimedia computer" in all press releases of the company, in all advertising campaigns. It was an unpredictable move, but for now it is Nokia's latest marketing strategy for smartphones. It was with this definition that a fundamentally new class of devices, from the point of view of the consumer, came to the market, the PR policy has borne fruit.

With this step, the company's strategy was rethought, smartphones, and now multimedia computers, have taken their own niche, the niche of "smart" devices.

The situation is exactly the opposite with Nokia Eseries, but the situation is twofold: on the one hand, on the nokia.com website, three smartphones included in the series were listed under the names E60 phone, E61 phone and E70 phone, respectively. Only Nokia 9300 and 9500 were given the names "smartphone". What, according to Nokia's idea, the word "phone" should emphasize remains a mystery, but, on the other hand, when promoting Eseries devices to the market, such qualities as the operating system, the presence of a Wi-Fi module, excellent communication capabilities. It can be assumed that at that time the company had not yet decided on the difference in the positioning of Nseries and Eseries devices, because both lines included the most high-tech solutions from the manufacturer, smartphones based on the S60 of the latest edition, hence, perhaps, throwing from one term to another.< /p>

Regarding 9300 and 9500, we invite you to watch an ad:

This emphasizes the functionality of the communicator, the dual mode of working with it. In principle, it could not be otherwise, this class of devices is simply impossible to advertise as "ordinary" phones, the audience accepted these devices even without additional advertising.

SonyEricsson has made some of the most correct and thoughtful advertising efforts in promoting its M600i business smartphone.

Here we see a clear emphasis on the key functions of the device - mobile office, push e-mail, Opera 8 browser, touch screen. An excellent advertising campaign successfully presented the strengths of the model, which are significant for business users, in this environment the concept of “smartphone” has become frequent and clearly defined, there is a great demand for smartphones, communicators, and therefore the offer is increasing every day in the face of subsequent M-series devices from SE, as well as Nokia Eseries, models from HTC.

Recently, 1-1.5 years ago, devices with an integrated Wi-Fi module have become widespread. We are talking about Eseries, Nseries, 9500 smartphones, Windows Mobile communicators, such as Qtek S200, 9100, etc.

Did this in any way affect their promotion to the market? Yes, definitely. But in advertising companies, we practically did not notice this.

One of the first mass-market smartphones equipped with Wi-Fi was the N91. At the same time, this was not the so-called. selling point, that is, in the advertising of the smartphone, the emphasis was placed exclusively on the musical component of the device, the amount of its memory, in particular. The ability of the device to work in third-generation networks, the image component in the form of a steel case, which had previously been seen only in the premium segment in the face of models of the 8xxx line, were also not affected by advertising.

Devices on Windows Mobile at the same time were positioned precisely as business communicators, respectively, the described technology was given attention, it was advertised.

The only device where Wi-Fi was the main selling point was the Nokia 9500:

The technology was new at that time, and it was its correct presentation that to a greater extent determined the success of both this model and subsequent ones with a Wi-Fi module on the market.

By touching on the topic of musical smartphones, let's focus on the most prominent representatives of this trend: Nokia N91, Samsung i300, Nokia 3250, SonyEricsson W950i. The manufacturer, clearly understanding the specialization of devices and the needs of the target audience, does not focus on extraneous functions of the devices, such as the operating system, business applications, and others. Only music and, of course, the amount of memory. Take a look at the Nokia 3250 billboard as an example:

The advertisement emphasizes the main feature of the novelty - the swivel design of the keyboard unit. At the same time, the focus is on the musical abilities of the device, which is logical. The device turned out to be quite massive, the focus is frankly youth, therefore, there is no talk of “smartphone” functions.

In general, the number of pre-installed applications for such musical devices does not include business applets, for example, tools for working with office documents, the settings of the built-in camera are mostly ascetic. This is another way, besides design, to position devices for different audiences. Often the differences are described by marketing and only by marketing, the clearest example is the launch of Nokia's Music editions:

What is natural, the majority of consumers will really believe that such "musical" models are really adapted to play music files better, better, if you like, than their "ordinary" counterparts.

The situation is similar with devices aimed at photographing or video filming. Marketing efforts are aimed at the prevalence of the importance of the camera built into the phone, this is natural. In the case of the Nokia N93, it would seem that a number of technical innovations (a new type of processor that provides a faster interface, a built-in Wi-Fi module) are extremely important for a business user, but apparently this target audience was not taken into account when promoting the product to the market .

"Shoot and burn to DVD" is the advertising slogan. It would never occur to a typical layman that he has a smartphone of the latest generation in front of him. Whether it's good or bad for the device's image - we don't dare to judge, but in any case, Nokia does not count on mass sales of the device, perhaps advertising accents are placed in this way.

Here we will return to the N-Gage sub-brand mentioned at the beginning of the review. It was N93 that became the first indirect successor to the N-Gage (QD) model. The device has a horizontal screen mode, it is especially comfortable to play in this position, this orientation is also one of the selling points of the device.

Again, from a marketing standpoint, it's much more profitable to sell games for a platform on which many devices are built (this is a matter of the future) than for a few highly specialized devices. An example is the game System Rush: Evolution preinstalled on the N93.

It is also worth paying attention to the i750 smartphone, designed, together with the successful i300 model, to indicate Samsung's plans in the segment of "smart" phones. Unlike the i300, in its advertising, the manufacturer focuses on an application capable of recognizing business cards. A rather strange choice of selling point for such a functional device, but, apparently, the task was to show the uniqueness of the function.

There are not so many smartphones in the Samsung portfolio, or rather, very few, and perhaps that is why such characteristics are chosen to promote goods to the market, the emphasis is on the operating system, the presence of such applications, the clear positioning of the device is not just business phone, but as a communicator with a full operating system.

In this material, the key points that have shaped the market of smartphones and communicators for a long time, since its inception, have been considered.

It is thanks to marketing efforts that smartphones have occupied their rather extensive niche in the market, in particular, Nokia has made smartphones affordable and popular, and Symbian OS has dominated the market of smart devices. As shown, at first the company increased the functionality of devices, mostly without focusing on any term, but now, after reaching a certain level in terms of functionality, it created a “new” class of “multimedia computers” that attracted such increased consumer attention as well. through such positioning. The situation will continue further, at some point a new “surname” will be introduced, designed to again separate future devices from the main lineup.

Sony Ericsson has chosen a slightly different way of positioning its smartphones. At first, the marketing policy focused on abstraction from the main model range, presenting unique functionality, but now the company's devices are approaching phones in positioning, including in size, visually the difference is minimal. Such devices will not be highly specialized, they attract a wide audience that does not need all the standard functionality of smartphones, but at the same time does not notice the fundamental difference between devices such as the M600i, W950i, their successors and regular phones.

Both strategies are successful and interesting, they describe the trends in the marketing policy of companies and the promotion of smartphones to the market that we will see in the future.

The functionality of a device with an open operating system makes it easy to organize additional services, expand the capabilities of devices without using specialized hardware solutions, and this is already there to reduce costs and simplify development.

Naturally, you need to understand that the main marketing tool is the price of devices, even with the most intense advertising, expensive devices will sell worse than their cheaper competitors. That is why the development of smartphones aimed at the mass, cheap market is underway, this is achieved by reducing the cost, i.e. using more economical technologies, expanding distribution channels.

Each manufacturer has smartphones, communicators in its product range and, depending on their number, the target audience, applies its own most appropriate methods to promote devices on the market, their clear positioning, which determines the perception of the device by consumers, the formation of the company's image and each individual device, and, accordingly, the resulting profit.

With a properly organized advertising campaign, a strong PR policy, and a clear focus on the needs of a rapidly developing market, smartphones, communicators or “multimedia computers” can completely replace regular phones in the high-end segment, and time will tell whether this assumption is true.

Marketing and advertising in promoting smartphones to the market, origins and trends

In this article I would like to talk about marketing in promoting smartphones to the market. This is a fairly general topic, I would not like to dwell on every "smart" device, so it makes sense to consider only key devices and general trends in smartphone advertising over time.

In general, the word "smartphone" became commonly used back in 2002 with the announcement of such a well-known device as the Nokia 7650.

Before that, of course, there were devices running the same Symbian operating system, such as Nokia 9210 (i), you can even remember Psion devices, but they were so highly specialized and, to put it mildly, non-mobile (the weight of 9210 approached to a quarter of a kilogram), that the demand for them was very limited, the devices acted as the so-called. test of technologies, showed the leadership of companies in the techi segment. The Symbian operating system still won a fairly significant part of the market, but there was no talk of permanent leadership at that time.

But let's get back to the origins of mass market smartphones, the Nokia 7650.

The device was announced and made a "little revolution", so to speak. No, the key point was by no means the operating system of the device, which most of the future buyers simply did not suspect. Funny, don't you think? However, a similar situation is observed even at the present time, but we will return to this issue later. Nokia 7650 was the first device to combine such innovative technologies as a large high-quality high-resolution TFT screen, a very good built-in camera, an interesting design (one of the first sliders on the market), new services, such as MMS. Cellular operators used 7650 to advertise and promote MMS services to the masses. It is to this service that the model owes its popularity in many respects.

The cost of the solution was quite high, the audience was limited (business users, techi in the majority), so there were frequent cases of so-called. subsidizing the model, i.e. sales at a deliberately lower price than the manufacturer's selling price.

The aggressive advertising campaign of the 7650, as already mentioned, did not affect the concept of "smartphone" as such. The main emphasis was placed on the MMS technology, we can say that, coupled with some other features of the model (camera, form factor), this was the main selling point.

Nokia 7650 has become a really popular and cult model, even featured in the film "Minority Report", which again attracted a part of the audience as consumers of solutions with a big charge of image.

What was the purpose of this excursion into the past? It's just that at a time when smartphones were still something exclusive to the market, their promotion was not based on such functionality.

The next revelation for the market was the SonyEricsson P800 smartphone, the first truly high-tech pen-enabled device. It was introduced not much later than 7650, but it reached the market with a noticeable delay, which, however, did not prevent it from remaining the only one of its kind for quite a long time in the absence of direct competitors. Of particular importance is the fact that the model was one of the first to be presented under a joint brand, a serious claim to technological leadership, and the advertising campaign was appropriate. In this case, the focus was on handwriting on a huge touch screen, this is an exclusive functionality. Despite this, the emphasis on the business functions of the communicator is already more noticeable - an advanced organizer, Internet browsing and, of course, the ability to install various applications, the functionality of which was not commensurate with Java applets in any way.

The applications themselves, of course, also served as engines of progress, that is, an increase in demand for smartphones.

An example of this is the application that made it possible for Model 7650 users to record, play, and share videos with sound. Initially, this feature was not supported. It is worth noting that this is a classic example of limiting the functionality of devices for marketing purposes, the implementation of any function in the next model, which in this case was the Nokia 3650.

In general terms, high-quality and useful applications for smartphones have become exactly the first means of promoting devices to the market as "smart" solutions. In the future, this marketing tool continued to gain momentum, games for Symbian smartphones, including the notorious 3D shooter Doom, which were so different from simple java games, often became criteria for choosing a smartphone, however, it is worth mentioning that only that layer of mobile users who could afford this expensive pleasure and were ready to put up with some restrictions, such as the size of the devices.

Nokia's experience in creating a gaming smartphone, the N-Gage project, cannot be ignored here. The project was curtailed, in the end, as a failure, but a lot of experience was taken out of it. The Nokia N-Gage is a horizontally oriented Symbian smartphone of large size and irregular shape, the games for which were quite expensive, and eventually became available for most of the company's other smartphones, but with normal sizes and a standard shape. All this led to the fact that the device had few consumers, even despite the extensive advertising campaign. The latter affected the gaming functions of the device, again, the operating system of the device was not emphasized, although it was the cheapest smartphone. Let's make a reservation that for people who knew this it was known, but the bulk of the users were young people, for whom, in fact, the device was designed.

But the sub-brand "N-Gage" has not died and will be used in the promotion of smartphones, one way or another biased towards the gaming direction.

Another example was the availability of the Opera Internet browser for smartphones, which supported most of the standards required by the user and made browsing the Internet a very comfortable experience when compared to other mobile devices on the market.

This process continues now, Internet browsers of the latest versions, including the own developments of manufacturing companies, have become the hallmark of smartphones. A good example is the Nokia Web Browser S60, an Open Source solution that was supposed to be superior in functionality to Opera.

This browser is available today only for smartphones running Symbian 9, is in some way their hallmark. In the future, this browser will be improved and pre-installed on all new S60 devices. An interesting idea: to “accustom” the consumer of “smart” devices to convenient viewing of Internet content, after which the probability of the user switching to conventional phones is relatively small.

The main feature of the Finnish manufacturer's smartphone industry is the presentation of the latest technologies in smartphones, while SonyEricsson have chosen a slightly different path. Remembering the 7610, the first device on the mass market equipped with a megapixel camera, the thought involuntarily slips that this is probably the only device in which the term “smartphone” is so skillfully veiled. The 7610 advertising campaign was based only on a huge charge of the image, because its design is unique, plus the first megapixel camera, again, the advertising of MMS technology has not gone away - “shot-sent”.

When promoting devices on the market, the target audience is first clearly defined, and an advertising campaign is built on this basis. For example, for the Nokia 7610, these are people who simply do not need most of the functions of a smartphone. I think many people remember the Fashion Police ad, it was very massive:

The 6260 was Nokia's first clamshell smartphone. A rather important step is the acquisition of new users due to the new form factor, which is rapidly gaining popularity.

The advertising campaign of the device was not as massive as the 7610, but still quite interesting. In the photo, you can see that the main selling point was... the swivel screen! Of course, the concept itself was successful, the screen has three working positions, but when promoting the smartphone to the market, apart from the design, the emphasis was not placed on anything - neither on the operating system, nor on general business functionality.

Continuing a number of Nokia models, the 6630 was promoted as the smallest smartphone of the third generation, as a tool for a business person, the emphasis was on support for video calls, work in third-generation networks, a powerful camera with video recording for an hour.

The same situation was observed with 3230, it was a "smartphone for work and play in one bottle." The term "smartphone" was already quite common by that time, however, I think not all consumers were clear about the benefits associated with this term, rather, the influence of the company's brand in combination with the newfangled term provided the main sales.

Here we already see the beginnings of the evolution of marketing in the promotion of devices as smartphones. The line was continued by the 6680/6681 devices, which were refurbished versions of the 6630. However, this time the advertising campaign emphasized the multimedia functions of the devices, such as: a screen displaying 262,000 colors, a 1.3 MP camera:

The next significant step in the world of smartphones was the introduction in April 2005 of Nokia Nseries, a sub-brand that brings together the most technologically advanced S60 smartphones, solutions that stand apart from the main Nokia model range both in terms of overall functionality and design. But the main thing is still to be considered the marketing concept of the sub-brand. The selection of a separate series of devices, their high price, and for the most part their dissimilarity to the previous solutions of the company led to interesting consequences: even placing a “regular” smartphone with ordinary characteristics in a series automatically raised its status. But later there was a key turning point in the positioning of smartphones and their promotion to the market within Nokia, namely after the launch of the second wave of Nseries products, in particular the N80.

Harry Santamaki, VP of Multimedia Strategy and Business Development at Nokia, is worth considering. It consisted in replacing the definition of "smartphone" or "telephone" with the term "multimedia computer" in all press releases of the company, in all advertising campaigns. It was an unpredictable move, but for now it is Nokia's latest marketing strategy for smartphones. It was with this definition that a fundamentally new class of devices, from the point of view of the consumer, came to the market, the PR policy has borne fruit.

With this step, the company's strategy was rethought, smartphones, and now multimedia computers, have taken their own niche, the niche of "smart" devices.

The situation is exactly the opposite with Nokia Eseries, but the situation is twofold: on the one hand, on the nokia.com website, three smartphones included in the series were listed under the names E60 phone, E61 phone and E70 phone, respectively. Only Nokia 9300 and 9500 were given the names "smartphone". What, according to Nokia's idea, the word "phone" should emphasize remains a mystery, but, on the other hand, when promoting Eseries devices to the market, such qualities as the operating system, the presence of a Wi-Fi module, excellent communication capabilities. It can be assumed that at that time the company had not yet decided on the difference in the positioning of Nseries and Eseries devices, because both lines included the most high-tech solutions from the manufacturer, smartphones based on the S60 of the latest edition, hence, perhaps, throwing from one term to another.< /p>

Regarding 9300 and 9500, we invite you to watch an ad:

This emphasizes the functionality of the communicator, the dual mode of working with it. In principle, it could not be otherwise, this class of devices is simply impossible to advertise as "ordinary" phones, the audience accepted these devices even without additional advertising.

SonyEricsson has made some of the most correct and thoughtful advertising efforts in promoting its M600i business smartphone.

Here we see a clear emphasis on the key functions of the device - mobile office, push e-mail, Opera 8 browser, touch screen. An excellent advertising campaign successfully presented the strengths of the model, which are significant for business users, in this environment the concept of “smartphone” has become frequent and clearly defined, there is a great demand for smartphones, communicators, and therefore the offer is increasing every day in the face of subsequent M-series devices from SE, as well as Nokia Eseries, models from HTC.

Recently, 1-1.5 years ago, devices with an integrated Wi-Fi module have become widespread. We are talking about Eseries, Nseries, 9500 smartphones, Windows Mobile communicators, such as Qtek S200, 9100, etc.

Recently, 1-1.5 years ago, devices with an integrated Wi-Fi module have become widespread. We are talking about Eseries, Nseries, 9500 smartphones, Windows Mobile communicators, such as Qtek S200, 9100, etc.

Did this in any way affect their promotion to the market? Yes, definitely. But in advertising companies, we practically did not notice this.

One of the first mass-market smartphones equipped with Wi-Fi was the N91. At the same time, this was not the so-called. selling point, that is, in the advertising of the smartphone, the emphasis was placed exclusively on the musical component of the device, the amount of its memory, in particular. The ability of the device to work in third-generation networks, the image component in the form of a steel case, which had previously been seen only in the premium segment in the face of models of the 8xxx line, were also not affected by advertising.

Devices on Windows Mobile at the same time were positioned precisely as business communicators, respectively, the described technology was given attention, it was advertised.

The only device where Wi-Fi was the main selling point was the Nokia 9500:

The technology was new at that time, and it was its correct presentation that to a greater extent determined the success of both this model and subsequent ones with a Wi-Fi module on the market.

By touching on the topic of musical smartphones, let's focus on the most prominent representatives of this trend: Nokia N91, Samsung i300, Nokia 3250, SonyEricsson W950i. The manufacturer, clearly understanding the specialization of devices and the needs of the target audience, does not focus on extraneous functions of the devices, such as the operating system, business applications, and others. Only music and, of course, the amount of memory. Take a look at the Nokia 3250 billboard as an example:

The advertisement emphasizes the main feature of the novelty - the swivel design of the keyboard unit. At the same time, the focus is on the musical abilities of the device, which is logical. The device turned out to be quite massive, the focus is frankly youth, therefore, there is no talk of “smartphone” functions.

In general, the number of pre-installed applications for such musical devices does not include business applets, for example, tools for working with office documents, the settings of the built-in camera are mostly ascetic. This is another way, besides design, to position devices for different audiences. Often the differences are described by marketing and only by marketing, the clearest example is the launch of Nokia's Music editions:

What is natural, the majority of consumers will really believe that such "musical" models are really adapted to play music files better, better, if you like, than their "ordinary" counterparts.

The situation is similar with devices aimed at photographing or video filming. Marketing efforts are aimed at the prevalence of the importance of the camera built into the phone, this is natural. In the case of the Nokia N93, it would seem that a number of technical innovations (a new type of processor that provides a faster interface, a built-in Wi-Fi module) are extremely important for a business user, but apparently this target audience was not taken into account when promoting the product to the market .

"Shoot and burn to DVD" is the advertising slogan. It would never occur to a typical layman that he has a smartphone of the latest generation in front of him. Whether it's good or bad for the device's image - we don't dare to judge, but in any case, Nokia does not count on mass sales of the device, perhaps advertising accents are placed in this way.

Here we will return to the N-Gage sub-brand mentioned at the beginning of the review. It was N93 that became the first indirect successor to the N-Gage (QD) model. The device has a horizontal screen mode, it is especially comfortable to play in this position, this orientation is also one of the selling points of the device.

Again, from a marketing standpoint, it's much more profitable to sell games for a platform on which many devices are built (this is a matter of the future) than for a few highly specialized devices. An example is the game System Rush: Evolution preinstalled on the N93.

It is also worth paying attention to the i750 smartphone, designed, together with the successful i300 model, to indicate Samsung's plans in the segment of "smart" phones. Unlike the i300, in its advertising the manufacturer focuses on an application capable of recognizing business cards. A rather strange choice of selling point for such a functional device, but, apparently, the task was to show the uniqueness of the function.

There are not so many smartphones in the Samsung portfolio, or rather, very few, and perhaps that is why such characteristics are chosen to promote goods to the market, the emphasis is on the operating system, the presence of such applications, the clear positioning of the device is not just business phone, but as a communicator with a full operating system.

In this material, the key points that have shaped the market of smartphones and communicators for a long time, since its inception, have been considered.

It is thanks to marketing efforts that smartphones have occupied their rather extensive niche in the market, in particular, Nokia has made smartphones affordable and popular, and Symbian OS has dominated the market of smart devices. As shown, at first the company increased the functionality of devices, mostly without focusing on any term, but now, after reaching a certain level in terms of functionality, it created a “new” class of “multimedia computers” that attracted such increased consumer attention as well. through such positioning. The situation will continue further, at some point a new “surname” will be introduced, designed to again separate future devices from the main lineup.

Sony Ericsson has chosen a slightly different way of positioning its smartphones. At first, the marketing policy focused on abstraction from the main model range, presenting unique functionality, but now the company's devices are approaching phones in positioning, including in size, visually the difference is minimal. Such devices will not be highly specialized, they attract a wide audience that does not need all the standard functionality of smartphones, but at the same time does not notice the fundamental difference between devices such as the M600i, W950i, their successors and regular phones.

Both strategies are successful and interesting, they describe the trends in the marketing policy of companies and the promotion of smartphones to the market that we will see in the future.

The functionality of a device with an open operating system makes it easy to organize additional services, expand the capabilities of devices without using specialized hardware solutions, and this is already there to reduce costs and simplify development.

Naturally, you need to understand that the main marketing tool is the price of devices, even with the most intense advertising, expensive devices will sell worse than their cheaper competitors. That is why the development of smartphones aimed at the mass, cheap market is underway, this is achieved by reducing the cost, i.e. using more economical technologies, expanding distribution channels.

Each manufacturer has smartphones, communicators in its product range and, depending on their number, the target audience, applies its own most appropriate methods to promote devices on the market, their clear positioning, which determines the perception of the device by consumers, the formation of the company's image and each individual device, and, accordingly, the resulting profit.

With a properly organized advertising campaign, a strong PR policy, and a clear focus on the needs of a rapidly developing market, smartphones, communicators or “multimedia computers” can completely replace regular phones in the high-end segment, and time will tell whether this assumption is true.