Differentiation and the non-changing face of innovation

Last week at the Rutberg Summit in London – an event dominated by senior mobile industry executives – one of the more interesting topics for me was differentiation. How will the new Microsoft/Nokia relationship impact the mobile OS ecosystem? What does the proliferation of Android mean to the many handset manufacturers bundling it with their phones? In a world being increasingly dominated by just a small number of mobile operating systems, how does one smartphone manufacturer differentiate themselves from the next?

Of course, the operating system on a phone is just one part of it. Not only is our choice of OS becoming increasingly limited, so is our choice of “look”.

Take this image – a small cross-section of the handsets on the market today. We’re almost at the stage where you can have any smartphone you like, as long as it looks like one of these. Spot the difference? Not much.

This week, Apple took out another law suit – this time against Samsung – accusing it of stealing/borrowing/using its iPhone design for it’s latest range of phones. (Apple also claim the Galaxy is a little too close to looking like an iPad). The Register has a good article on all of this.

If being a consumer really is all about choice, then there’s certainly less of that today than there used to be. It will be interesting to see where all this goes – court battles included – and where the growing tension between innovation and differentiation ultimately takes us.

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