The Blog on Branding

Motorola’s Droid from Verizon

The first product on the market to truly have the potential to kill the iPhone’s superiority is the Droid. Created by Motorola through Verizon, the campaign to promote this new mobile phone highlights everything that the iPhone doesn’t have, like the backing of Google and Lucasfilm Ltd. (yes, the Star Wars franchise). This smartphone taps into both the light and dark side of the force in the massive mobile industry.

What To Learn More?

• The Growing Mobile Industry
• It Ain’t R2-D2, But It’s Pretty Close
• The Dark Side Of The Droid

The Growing Mobile Industry

With the mobile industry expanding more and more everyday, who can keep up? The moment you buy a new phone, it’s instantaneously obsolete and a brand new version is already in the works. 60% of the world’s citizens have mobile phone access, constantly connecting them to everyone in their social circle.

As if being connected via texting and calling wasn’t enough, the mobile industry quickly expanded to include camera and video options and ultimately the ability to connect to the Web. Now everyone can check their Twitter, Facebook, Myspace, email, and whatever website they so choose, keeping everyone connected at all times.

This social media explosion via the cell phone helped spawn the iPhone, the leader in the smartphone technology. With more people getting sucked into the craze faster and faster, the mobile industry has been barely able to keep up with the demand. While mobile advertising lags behind demand, the birth of the Droid is just the tip of the iceberg of the complex and untapped smartphone industry.

“Luke, I am your father…but more importantly, with the Droid, you’ve got all the power, messaging, and connectivity you’ll ever need.”

It Ain’t R2-D2, But It’s Pretty Close

Who would have thought that George Lucas (the mastermind behind Star Wars) would have any hand in the creation of a cell phone?

Taking the word “droid” from the Star Wars universe, Motorola and Verizon have tried to create a phone of the future. With 100,000 phones sold the first weekend of its release, there is a real chance for the Droid to control the mobile empire once and for all.

The Droid Does campaign has aimed to highlight all of the helpful things the Droid can do, but more importantly what the iPhone can not. With the collaboration of Google, the Droid has the one up over the iPhone. With Google running most of the traffic over the internet, the Droid’s internet capabilities surpass all that oppose it.

Unlike R2-D2, it can’t talk to you, think on its own accord, or hack the internal main frame of a Death Star, but I’m sure future phones will be able to do so. However, much like R2-D2, it is aware of its location, recognizes speech patterns, and can handle hundreds of applications in the palms of your hands. Thus, you can use Google Maps on the go, search Google with your voice, and can use any application you can imagine (literally, you’re able to develop and use your own applications).

Finally, the Droid has a real keyboard, which helps bring it all together through guaranteed functionality.

The Dark Side Of The Droid

The Droid attack campaign against the iPhone has helped consumers understand the faults of the once untouchable smartphone.

Tuning into the dark side of the force, the Droid attacks the iPhone’s:

• Lack of a real keyboard
• Lack of widgets
• Inability to run multiple applications at once
• Unchangeable settings
• Low quality pictures that can’t be taken in the dark
• Incapacity for open development of applications
• Non-interchangeable batteries

Highlighting all these problems has helped shine doubt upon the iPhone, while showing how much potential for growth there truly is in the mobile industry. One feature that one smartphone lacks, another will soon have, then another will have it bigger and better than the first. One facet of social connectivity that one smartphone hasn’t explored, will quickly be corrected in the development of another smartphone. Thus, it’s only the beginning of the mobile industry’s continued growth beyond its current potential.

Brian Honigman Want content written for your Brand that shows up #1 on Search Engines and brings you new customers? Contact us.