During the past ten years the mobile phone market has experienced major progress. Where ten years ago having a mobile phone was exceptional, nowadays not having one is exceptional. At least 80% of people under the age of 13 has a mobile phone.
Now that the market is approaching saturation, the only way to stand out is by innovating and by encouraging replacement purchases.
The newest mobile phone is an all-in-one device. Besides text messaging and msn, the phone can perform more, ranging from a 5 megapixel camera which produces pictures of considerable quality, to a GPS receiver to navigate with. Wi-fi, mobile broadband, internet, radio and Mp3. The newest phone has a multitude of functions. Phones with no extra’s have become rare. There’s an overkill of information and details. In an organic movement every person finds his or her own rhythm and approach to new technologies.The obsession with innovation numbs the desire for simplicity.
The consumer wants simplicity. And John’s gives the consumer it:
The simplest mobile phone ever.
Generally speaking it can be said the world is getting smaller thanks to globalisation. The world is also becoming more complex thanks to increased information and developed technology.
Despite as well as thanks to fast technological innovation, the world is becoming increasingly complex. Consumers are overwhelmed by a large amount of information and new technologies. Due to the short lifespan of products, the speed of innovation and consumers’ restlessness, it is more important than ever for products to excel in ease and simplicity.