Gartner Research

Mobile World Congress 2013 Reveals Branding Challenges

Published: 28 March 2013

ID: G00250618

Analyst(s): Annette Jump , Carolina Milanesi

Summary

Consumer confusion among emerging devices challenges technology and service providers to have a simple and convincing brand story. Vendors must align their individual brand stories and provide clear differentiation and usage scenarios to avoid consumer decision paralysis.

Table Of Contents
  • Impacts

Analysis

Impacts and Recommendations

  • The convergence of mobile and computing devices, increasing device fragmentation and growing competition are forcing device providers to review/strengthen their brand to win consumers with a simple and convincing brand story
  • Larger Chinese manufacturers want to become strong, high-end brands, but their value price points will limit the impact on leading device brands
  • With their big marketing campaigns, processor vendors seek to increase brand share over device brand among consumers

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