Nokia's Name Is Best Way To Beat Rivals

An interesting discussion about Nokia’s dominance in mobile phones suggests that, as of right now, their brand name and reputation are keeping them on top. The head of Carphone Warehouse says that other manufacturers have leapfrogged Nokia in terms of functionality and style – but so many people look for the Nokia brand that they end up buying an inferior Nokia phone for just that purpose. They also suggest that the familiarity people have with Nokia’s menu system has created some lock-in with customers who don’t want to learn a new system to use their mobile phones. Interesting comments that fit well with the theory that most consumers care a lot more about the brand of phone they buy, then the brand of the wireless carrier who provides the service.


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