“If you go into these stores and look at these devices, it’s hard to tell most of them apart. You can look at a piece of paper next to them and see it’s got a Snapdragon quad-core blah blah blah . . . [Instead], we asked ‘What are the improved consumer experiences that really make a difference?’”
“Marketing remains their weakest link in terms
of being able to regain that ‘wow’ factor,” says Gartner’s Carolina Milanesi.
While Nokia’s share of the market for more affordable mobile phones slipped
just over four percentage points between 2011 and 2012 to 19.1 per cent, its
smartphone share dropped from 17.9 per cent to 5.8 per cent.
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