Competition is heating up in the phone market which means that marketing programs are sure to follow. According to a recent USA Today report, AT&T is launching new mobile phones and services positioned to dominate a new category called Quick Messaging Device. If AT&T succeeds with its new strategy, the company could build loyalty with users who might be tempted to defect to competing products offered by Apple or Google.
The goal of the Quick Messaging Device is to allow users to access more features for less money. "It's about an affordable phone with really robust features for things that people really like to do," says Ted Woodberry, AT&T vice president of Wireless Data, Voice & Ancillary Services. Features promoted in several new phones that are being launched include:
- Access to remotely stored address books
- Photo and video transfer from phones to other devices such as PCs and sites like Facebook
- An enhanced messaging service
AT&T isn’t the only company worried about tough competition in the mobile phone market. A report on ARS Technica noted that up to 40% of Blackberry users are considering changing their phones at the end of their current contract period. John Martin, CEO of Crowd Science, said “BlackBerry as a brand just isn't garnering the loyalty seen with other mobile operating systems.”
Consumers are increasingly using mobile phone for both personal and business needs and are looking for packages that give them ease of connectivity for the best price. The mobile phone industry continues to drive big numbers when it comes to consumer purchases and advertising .[Sources: Lieberman, David. "AT&T plans to give more web services to cheaper phones." USA Today. 15 Mar. 2010. Web. 24 Mar. 2010; Foresman, Crhist. 40% of Blackberry users willing to trade in for an iPhone. Ars Technica. March 2010. Web. 24 Mar. 2010]