Marketing

Marketing Design and Innovation

WORD COUNT 3390 SID 1116602/1

CONTENTS

Introduction……………………………………………………………………………………………………………………………………………4

Introduction

The report traces the development and innovation of the mobile phone over the past thirty years.

The analysis traces its growth, from voice to data transmission and the market vision and design characteristics to suit market development of the product in terms of the changing needs of the customer, innovation and design segmentation , marketing models, product life cycle,

The paper would highlight the competing brands with a focus on the Nokia. The analysis would critique Nokia position as a brand leader in the 1970’s and its present relevance in today’s contemporary market.

The following report looks at the development of the mobile phone industry over the last twenty five years. The analysis will focus on critiquing the market development of the product in terms of customer acceptance, segmentation, marketing models used, branding, innovation and design. The report will also look at the phone giant Nokia and it branding strategies as compared with Apple, since they can be considered a market leader in the mobile industry.

History of the Mobile Phone

The technology of modern cell phones was traced as far back as the creation of the hexagonal cell for mobile phones by D.H. Ring from Bell labs in 1947- together with the invention of the cell towers that would later transmit and receive signals in three directions. The patent 887,357 was issued to a wireless telephone invented by Nathan B. Stubblefield of Kentucky, USA. The patent was applied to a cave – radio phone.

In addition, the first mobile telephone call made from a car occurred USA on June 17, 1946, using the Bell System's Mobile Telephone Service, but the system was impractical from what is considered a portable handset today. The equipment weighed 80 pounds (36 kg), and the AT&T service. www.wikipedia.com

However, it would be...