For when you ask the question ‘What does your iPhone say about you?’ the answer is all-too-often ‘not a lot’.
Today Campaign published an interesting article examining the unrivaled popularity of the iPhone. How attached and habitual we, as consumers, get with a handset but through it’s updates be it handset, or iOS, we can refresh our handset without the need, in the majority of cases, to even consider Android devices (shudder).
It got me thinking around my own mobile phone journey, the Nokia (SMS and snake), Blackberry (first business phone) and then the iPhone – where I’ve sat for over 10 years happily getting the handset upgraded without question. It has the familiar UI that I can feel mildly frustrated with at every iOS upgrade as its the same but different, the camera, the email, the appstore, the indestructable case for my continued dropping of it (thankyou Otterbox). I take an interest in Android, because I need to for my job, but I have never even questioned the need to personally swop sides. I’m what the article would refer to as a pure iClone.
Yet considering that the Nokia 1100 sold over 250 million units (iPhone6 comes in at 220 million) consumers can, and even I will, take part in absolute revolution as far as technology is concerned. When it seemed like there was no rival to the Nokia kings at the top of the tree we suddenly reconsidered and most importantly shifted device, the familiar UI, the functions, feature and brand. We knew there were options and these other options offered very distinctive fashion, feature and technical benefits. But could that work now? With Apple mastering the upgrade and refresh model could we see the same sort of handset revolution in the next 15 years?
The difference between the iPhone and it’s predecessors is that it’s also absolutely unique to the handset owner. The article considers that in the iClone world the iPhone is a social leveler, it’s desirable, has status with no iPhone being better than the next, But, it is, every iPhone has a unique ubiquity – it’s yours, or mine, or theirs.
When I had my Nokia (along with ever student I went through university with) we all played snake, occasionally space impact and without a doubt never opened pairs. We had 4 games, the same features and a limitation to how long that screen could hold our attention. The only way to add our own personality to our phone was a clip on case, a £5 ringtone (delivered by SMS) and a pixelated screensaver. They were a social leveler but they were also customized, not personlised.
Jump forwards 15 years later and our iClone is truly an extension of ourselves, skip away from the obvious photos, whatsapp and social accounts, but just consider the powerful statement that no 2 phones are the same – they reflect our interests, and our must-haves, the utility and the entertainment. The fact your iPhone remains the champion is because it holds exactly what you need.
The iPhone may be a blanket purchase for generations X, Y and Z, and the comfort blanket our pockets can’t be without but by no means is it’s identity served by it’s mass penetration. It’s success and it’s future evolution continue to be steered by the the fact that no 2 iPhones are created equal, nor are superior.
It’s about more I, less clone.
I work in a full service digital agency but, arguably due to the client I focus on, I deal mainly with with web – focusing on site build, advertising and social media as opposed to other channels such as interactive TV or mobile.
Interestingly its mobile that I’m begining to find more and more interesting and the recent information on accountability and mobile metrics begins to make it a channel that coud be taken more seriously by clients who in the past saw it as a nice to have add on.
I think its safe to say in the last 5 years its been one of the topics that the industry has said “will become big” but bubbled along quietly without hitting the big time (in terms of marketing investment). As Steve Heald from Orange UK said:
We’re now in an era of less hype and more reality when it comes to mobile advertising.
As a consumer I’m also a heavy mobile user. I rely on my blackberry to get all my emails delivered on time and, more recently, to use my twitterberry application – allowing me to post my tweets on the move.
With this in mind I found the stats produced as part of a recent GSMA study interesting.
It stated that facebook users spend 24 minutes a day (on average) browsing the site through their mobile – compared to just 27.5 minutes a day on web – a massive win for mobile. Likewise its focus on youth (defined as LDA – 34) is equally strong with 48% usage (mobile) compared to 40% (fixed internet) and 29% (TV).
Its this move that sees the need for advertisers (and agencies) to begin to see mobile as a communications channel that should be taken seriously. If you can get the application or service right there is revenue (be it cash or equity) to be had. Interestingly its unlocking a tool that is appropriate to the audience and remembering that balancing something that is simple to use and useful on the move – as food for thought check out the Top 10 mobile sites (Dec 2008).
Top 10 Mobile Sites