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Describe how the products in that industry have been differentiated to appeal to consumers

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For the most part, only a couple of smartphone hardware manufacturers have been able to differentiate their brands successfully Blackberry and the iPhone and this is because they are the main two devices that are pursuing a differentiated strategy. These two brands also have been in the industry longer than many other players. The newer players have had a more difficult time creating differentiation even when their products are superior they are not always perceived as such by the market. It is simply assumed by many consumers that weaker brands equate to weaker products

For example, some of the products that utilize the Android platform have a differentiated level of features and services, such as the HTC Evo 4G, but they do not have strong brands. As a result, such devices have a lower market share than the iPhone or Blackberry. Another company seeking differentiation in the industry is Palm, which uses a Linux-based operating system for products such as the Pre. Both of these latter products have been somewhat successful, but are secondary products in the industry. The brands are relatively weak Palm has suffered reputation-wise in recent years and HTC is a relatively