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Mobile Phone Evolution

The Flipside Of Obsessive Targeting

Posted by Carlo Longino on 11.07.07 | 1 Comment

Mobile handset vendors obsessively target their devices, creating “enterprise” handsets and “consumer” handsets and “music” and “imaging” devices. If you want push email, great, we have an “enterprise” device for you. If you want push email and a 5-megapixel camera, you’re out of luck.

Tommi over at the Nokia Beta Labs blog (which features lots of cool little applications for download) relays the tale of how the team behind the Nokia Multimedia Transfer for Mac application came to add support for the company’s E-Series, or enterprise-focused, devices to it:

Last June, after a period of hard work, the team proudly released the first version 1.0 of their app, designed to delight Nseries users. As their surprise, loads of Eseries users started loudly complaining about the lack of support for them (see for example the comments thread to my post). Nobody expected the overlap of Mac and Eseries users to be that high. Anyway, the team humbly took your feedback, and worked extra hours to make it compatible with Eseries.

Simple as that. You talked, the team listened. Happy end.

It’s great that the team was so responsive to user feedback; it’s just interesting to note that they assumed there’d be few people using both Macs and E-Series devices — I guess the thinking is that if somebody’s got a Mac, they’re not an “enterprise” user, so they wouldn’t be interested in an E-Series. Clearly companies have to decide how to focus their finite resources, but it seems like an increasing number of users are getting caught in between vendors’ targeting decisions.

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