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1、LevelsofProductDifferentiationintheGlobalMobilePhonesMarketThesixthproductlevelcalledcompliantproductisaconnectingelementbetweenthephysicalproductcharacteristicsandthestrategyoftheproducercompanyStanimirAndonov*Thearticlediscussesthedifferentiationamongtheproductoffersofcompanieswork
2、ingintheglobalmarkets,aswellasthestrategieswhichtheyuseandcoulduseinthatrespect.Themainideaofthepaperisthattheprinciple“differentiateordie”(JackTrout)hasdied.Todaytheglobalbrandsdon’tstrivetodifferfromtheircompetitorsineverythingandatanycost.Asanexample,let’shaveagloballookatthebusin
3、essofmobilephones.InJune1998Ericsson,Nokia,MotorolaandPsionestablishedtheirownInternationalStrategicAlliance,aprivateindependentcompanycalled“Symbian”.SymbianLtd.isanindependent,for-profitcompanywhosemissionistoestablishSymbianOSastheworldstandardformobiledigitaldatasystems,primarily
4、foruseincellulartelecoms.So,thethreebiggestmobilephonecompaniesatthattimeandPsion,amobilePCcompany,createdanewwayforcompetinganddifferentiating.TodaySymbianLtd.isownedbyEricsson,Nokia,Panasonic,Samsung,SiemensandSonyEricsson.Figure1showsthepercentageofsharesofeachshareholdingcompany:
5、Figure1ShareholdingcompaniesofSymbianandtheirpercentageofsharesSource:SymbianLtd.–CompanyOwnership,http://www.symbian.com/about/ownership.htmlLevelsofproductdifferentiation1Porterhassuggestedthatmostindustriescontainstrategicgroupsofclosecompetitors–groupsoffirmswithinanindustrythatf
6、ollowthesamestrategiesoronesthathaveverysimilardimensions.Forexample,similarstrategiesmightincludethetargetingofthesamemarketsegments,theuseofidenticalorsimilartechnologyandtheemploymentofthesamespecialistdistributors.1Porter,M.,“CompetitiveStrategy–TechniquesforAnalyzingIndustriesan
7、dCompetitors,”(NewYork:TheFreePress,1980).1Eachglobalcompanyparticipatesinstrategicgroupsandeachgrouphasitsconditionsofparticipationwhichthecompanyhastofollow.Forexample,NokiaparticipatesintheSymbianstrategicgroupwithitsSmartphones(Nokia3/6/7/9/NSeries),butitparticipatesinothergroups
8、withtheresto
