20600674 (Entry #14- Smartphones for Women)

In a big shift for the phone industry, women have emerged as eager buyers of not just iPhones but of all so-called smartphones — BlackBerrys, Treos and other models. In the last year the number of American women using smartphones more than doubled to 10.4 million, growing at a faster pace than among men, according to Nielsen Mobile, which tracks wireless trends.

Smartphones are cheaper now — as little as $99 for the petite BlackBerry Pearl — and are better designed. Women have been using them for years in business, of course, but many are finding that the phones can also help manage their families’ hectic schedules and keep them in touch with friends. “Women, including wives and mothers, need to keep track of their busy lives, too.”

The phone makers and service providers increasingly see women as the path to the entire household. According to Verizon Wireless, 71 percent of women make the decision about their family’s wireless choices, including phones and service plans. (Smartphones require data plans that can cost $30 or more a month.) As a result, smartphone makers are beginning to market specifically to women.

Women were less likely to be wowed by fancy gadgets. Instead, as smartphones have become sleeker, smaller and cheaper, they have become more appealing to them. “Now they are small enough to be in your purse or pocket,” Mr. Christopher said. “Design does matter.”

Competitors have been working hard to catch up to Apple in the design department. This month Sprint, a unit of Sprint Nextel, will begin selling the Instinct, a touch-screen device created by Samsung that shares many features with the iPhone. And this summer R.I.M. is adding the BlackBerry Bold, which, like the iPhone, runs on a faster mobile network.

Nielsen’s research shows that women are more price sensitive than men and half as likely to care about whether they have used a specific brand before. Years ago the market was much more focused solely on function. Now there is more focus on lifestyle.” “Companies need to be careful to not think that to sell smartphones they just need to be pink,” she said. “There are other things women want.”

Steven P. Jobs, Apple’s chief executive, understood this when his engineers created the iPhone. Although it is not marketed specifically to women, it has a clean design and multimedia features that many women say they like, but that the BlackBerry lacks.

According to Nielsen, two-thirds of women with smartphones say they use them primarily for pleasure rather than business.

As I was reading this article, I had hoped there would be more smartphones in Korea as well. Smartphones does seem really convinient, especially for busy and working moms to take care of their family and work schedule. Also, as we have learned in class, marketing a product is about how the product gives value to the consumer. In this case, the smartphones design did matter, but the function was the more important component. Also, for women, they wanted a small smartphone that they could put in their purse. Looking at this attributes, we can conclude that being aware of consumers needs and wants are important.

I would like to get an iPhone as well!

- by 20600674 (entry #14)