Nearly a year ago we had a post where we discussed the fact that many shoppers on the market for a mobile phone service focused on what phone they wanted more than what service provider they wanted. So, if they wanted a certain Nokia phone, their choices of service providers was limited to those who sold that particular phone. A few months later we looked at how the carriers should respond to this and one of the predictions was that carriers would start to focus increasingly on white-label phones where smaller, lesser known device manufacturers would build phone handsets to spec and brand them with the carriers name. It appears that's exactly what's happening. The carriers have been doing their best to take the customer ownership back from the handset makers, and it appears to be working. More and more people identify their phone by the brand of the service provider, rather than the handset maker. Of course, the article uses Nokia and Motorola as the example cases of the big name handset makers likely to lose out - and back it up with Nokia's poor earnings. However, the story was written before Motorola posted very impressive earnings due to their handset sales taking off again. Maybe this is one battle that isn't over yet.
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