Analyse the Effectiveness of Communications Between Different Firms and the Consumer in the Mobile Devices Industry

Topics: IPhone, Mobile phone, Apple Inc. Pages: 6 (2246 words) Published: January 17, 2012
Analyse the effectiveness of communications between different firms

and the consumer in the mobile devices industry


This essay mainly focuses on discussing effectiveness of communications within the mobile phones industry, and takes Nokia and Apple Inc.'s cases as comparable examples. I analyse their effectiveness of communications of firm's products, marketing and strategies, which effectively make a huge influence on the prosperity of different companies. I also make some personal predictions about the companies.

It is, in the mobile devices industry, categorized by several kinds of portable devices, like mobile computers, digital still camera (DSC), digital video camera (DVC), pager, mobile phones, personal navigation device (PND) and tablet computers.

Today, I will only focus on analysing effectiveness of communications in the mobile phones industry. The technology of communication has been developing significantly, ever since Alexander Graham Bell invented the telephone and the first hand-held mobile phone was subsequently invented by Dr. Martin Cooper of Motorola in 1973 [1]. Now mobile phones become increasingly necessary. I may say nearly everyone has cell phones up to now, which push the mobile phones market changing rapidly.

Why this market keeps dynamic and is so competitive? I will discuss the reasons for it. Firstly, manufacturers are extremely enthusiastic to distinguish their products from others. And secondly, technological innovation is developing so fast. That’s why you may easily find that different products have too much plethora of different features to push users rolling out mobile phones. So how do firms communicate better with such rapidly changing market? Take the cases of the Nokia and the Apple Inc. for example. I will firstly talk about the products and strategies of these two companies. It is clearly that marketing strategies have been fundamental for all the high-technology firms that have managed to survive the technology crash of 2001 and even to thrive after it. One advanced leading marketing specialist for numerous high-tech companies said that “Marketing is everyone’s jobs, marketing is everything, and everything is marketing”. To better understand it, we define the meaning of the term “marketing”, by referring to “determine the needs and wants of the appropriate markets and to be profitably produce the desired product or services by being more efficient than the competition” as its main task, and also the definition of the American Marketing Organization (AMA) “Marketing is the process of planning and executing the conception, pricing, promotion, and distribution of ideas, goods, and services to create exchanges that satisfy individual and organizational goals”. With a right price at right place and right time, marketing is devoted to making this kind of product available and acceptable to customers [2].

In the first quarter of 2006, Nokia sold over 15 million MP3 capable mobile phones, which means that Nokia is not only the world's leading supplier of mobile phones, but also the leading supplier of digital audio players (MP3 players). At the end of the year 2007, Nokia managed to sell almost 440 million mobile phones, which accounted for 40% of all global mobile phones sales [3]. Why did Nokia outpace sales of other mobile phones? We all know that in the same age with all this technology available in the communications it is obvious that Nokia has lots of rivals like: Sony Ericsson, Samsung, Motorola, Siemens, Panasonic, NEG, Sagem and Toplux etc. So what’s the reason Nokia is more successful than others?

The first reason is due to their products’ superior features, like lighter, more multi-functional and more original than other firms’ products. When are other phones as heavy as bricks, Nokia launched the first lightest phone- Mobira Talkman in 1984. Though compared with present phones, Talkman is absolutely clumsily heavy and it was truly a brick but a...

References: 1] Heeks, Richard (2008). "Meet Marty Cooper – the inventor of the mobile phone". Source:
2] Eric Viardot, “Successful marketing strategy for high-tech firms”
3] Nokia Wikipedia. Available from
4] Melbourne Mobiles (2009)
5] “NOKIA”. Available from
6] “Strategy Analytics (July 29, 2011): Apple Becomes World 's Number One Smartphone Vendor in Q2 2011”
9] "AT&T: Initial demand for iPhone 4S 'extraordinary ' ". 2011-10-08. Retrieved 2011-10-15
10] “You Can 't Innovate Like Apple”
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