Brand Battling in the Mobile World
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It seems that, at least in the mid- to high-end handset space, the battle for market share will not be fought with features alone - but with marketing alliances.
It has started already, with the recent co-branding efforts that Nokia and Sony Ericsson have undertaken.
Sony Ericsson led the way through the Walkman line of music handsets, and more recently with the Cyber-shot branded K800i. The Cyber-shot branding, it seems, was in response to Nokia's Carl Zeiss alliance.
This camera branding is a perfect example of how important recognition is in the marketplace. The Sony Ericsson K750 was, in most tests we carried ...