The article reveals the need of something simpler in term of features of a phone. In the article, the writer writes a letter to BBC News to request for a phone that is very simple, operates like a hand torch, with large keypad, small and narrow screen to display number dialed with an “on” and “off” button.
( http://www.bbc.co.uk/news/technology-20295118 )
Often when business tends to find ways to edge against or differentiate themselves against the other competitors, they tend to go away from the core need and usage for the existence of the product. Phone, is one of the example. Alexander Graham Bell invented phone to communicate and contact other people from distant. Cell phone/ Hand phone was innovated to provide more convenience for people so that phone can be mobile and people can move with phone. But, as phone turns smaller and advanced, smart phone is created. It is not a wrong move to invent smart phone which brings so many things, applications and services into one small device. But, as we fancy the ability and advancement of our phones, we tend to forget the main reason of a phone, to contact and message people. Therefore, the need of elders to get a simple phone that satisfies the function of communicating and connecting people is forgotten. Thus, the elder’s market which is a huge market remains untouched or without a leading brand in the market. As the huge firms, such as Apple and Samsung stop producing simple phone, will there be any firm or new competitor who can satisfy the market and bring back the trend of simply phone? Will there be any firm try to produce a “differentiated”- simple phone that is targeting this narrow segment of market? Or will the smart phone trend just continue to grow in the same direction, the SMART direction which may be confusing for some people?
