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Smartphone companies which have strong consumer pull now face most of the reputation issues caused by infringement of their brands in the digital space, according to a new report.
There are three main techniques pertaining to brand infringement —fake gratification, fake presence and fake representation.
According to Faisal Kawoosa, founder and chief analyst, Techarc, as digital becomes mainstream and brands increase their D2C (direct-to-consumer) engagements, they need to proactively police the digital space to hunt for any infringement cases.
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"The first thing brands need to do is to come out of denial mode and create a common synergy between marketing, ecommerce, IT and digital teams," he said in the Brand Reputation Index (BRIX) report.
In fake gratification, scammers infringe any brand's identity by offering fake coupons, rewards, schemes, and discounts. This is the easiest trap for consumers who are searching for best deals when they decide about buying a smartphone of their interest.
fraudsters create fake profiles on popular social networking applicationsUnsplash
Also read: Smartphones sales giving 5G deployments
In the fake presence technique, fraudsters create fake profiles on popular social networking applications and allure audiences which want to genuinely engage with the brand. In many instances, fake gratifications are routed through such accounts to entice people looking for smartphones deals.
"Fake representation is the severest level of infringement where scammers create a fake website, app or a marketplace. Using typo-squatting techniques, fraudsters create very similar websites, apps and marketplaces and then direct users on such sites to engage which could be used for data theft to financial frauds," the report noted.(IANS/PR)
(Keywords: Smartphone, Brands)
Technology has far-reaching consequences on people's daily lives. We can say that advanced technology connects the world more. People now have better access to information and enhanced connections through social networking, and it isn't easy to do anything without technology. However, rather than bringing people closer together, it feels that people's dependence on technology gradually disconnects them from socializing, resulting in increased isolation. People's perceptions of themselves and their relationships are changing as a result of technological advancements.
Technology cannot be held entirely responsible for our feelings of isolation. Temperament, mental health, and isolating events such as cross-country migrations, career changes, divorces, and loved ones' deaths have a significant influence. There's also the issue of causality vs. correlation: It's difficult to discern whether we're lonelier as we spend so much time online or we spend so much time online because we're lonelier. However, researchers argue that our interactions with technology impact the feeling of loneliness in irrefutable ways. It's not only that technology offers the appearance of connectedness. The availability of limitless opportunities for engagement reduces our tolerance for isolation while heightening expectations about the amount, speed, and regularity of our relationships.
Technology cannot be held entirely responsible for our feelings of isolation. | Photo by pan xiaozhen on Unsplash
How Technology Brings People Together:
The COVID 19 epidemic is a remarkable illustration of technology's relevance and people's togetherness. This worldwide disaster has relied on the use of technology to bring individuals together when they could not actually be together. It has saved many jobs and people's livelihoods. Technology has been the only thing that has helped us to keep some social life through online platforms such as Zoom, Google Meet, or skype. In this case, technology has genuinely unified individuals and helped them maintain their sanity, relationships, and professional lives.
Many individuals may interact with other like-minded users through social media sources to exchange ideas, exchange information, and get to know each other. Many websites are now the primary reason individuals meet new people or utilize their social media presence and personalities to understand them better. Some people use tech to make new friends or interact with others in a social context to feel more interconnected.
More and more individuals are turning to technology to help them locate new romantic choices. Several websites can assist people in speaking and trying to meet companions. These websites were not warmly received at first, but they have now become a part of our culture. Many people utilize them as a starting point to meet new romances, and as a result, many relations have bloomed.
Several websites can assist people in speaking and trying to meet companions. | Photo by LinkedIn Sales Solutions on Unsplash
How Technology Causes Loneliness:
One of the significant reasons technology causes loneliness is when individuals start playing solo games, which can be online or offline and ultimately lead to the isolation of an individual from both the real and virtual world. There have been several reports of young teenagers who have spent so much time playing violent video games that they feel they can act in the real world as the characters in the game.
Many individuals idolize the lifestyles they see being lived, or at least presented, on social media. This has led many people to believe they are performing poorly or not living their lives to the fullest since they do not live the same lives as their online celebrities. These exaggerated lifestyles, physiques, and relationships are frequently fabricated. Most people are unaware that many influencers and celebrities do not truly live this type of life.
Toddlers and young teenagers are gifted technical devices, gaming devices with easy-to-use features to keep them engaged. They are, however, becoming extremely addicted to this sort of socializing, to the point that they seldom engage in real-life interactions or socializing.
Kids are becoming extremely addicted to electronic devicesso much that they seldom engage in real-life interactions. | Photo by Gaelle Marcel on Unsplash
Keywords: technology, technology news, alone, smartphones, covid, disadvantages, together, loneliness
The global switch to 5G is well underway, with the number of connections to the next-generation network set to reach 1.34 billion in 2022, says a new report. According to an analysis by market researcher CCS Insight, this year has seen connections to 5G triple to 637 million, suggesting that the roll-out of the network is continuing apace.
National lockdowns caused by the global health crisis in 2020 slowed network rollout, for example making it more difficult to send engineers on the ground to physically build the infrastructure, ZDNet reported. CCS Insight noted that geopolitical tensions related to Huawei's role in 5G rollouts led to delays, especially in western Europe. European countries were effectively hesitant to allow Huawei to provide critical infrastructure for their 5G networks after the Trump administration in the US raised concerns that the company might pose a security risk due to its ties with the Chinese government.
"The US being one country, the decisions were made relatively quickly while in Europe every country had to make its own decision as to what to do with Huawei," Marina Koytcheva, Vice-President of forecasting at CCS Insight, told the tech website. "In some countries, operators had to wait a little bit to see whether they'd be allowed to use Huawei equipment and in which part of the network. That was probably an even more significant delaying factor than Covid-19 in 2020," Koytcheva added.
One of the key reasons that deployment is accelerating is that consumers are now buying devices that are 5G-enabled in 2021. | Wikimedia Commons
Although the speed of rollout is improving in western Europe, this relatively gradual start means that 5G won't account for more than half of cellular device connections in the region until 2024, predicts Koytcheva. Different regions are switching to 5G at a different pace, but the trend across western Europe, North America, China and other advanced markets in Asia remains the same -- operators have now largely committed to upgrading from 4G, and are rapidly getting on with the builds.
One of the key reasons that deployment is accelerating is that consumers are now buying devices that are 5G-enabled in 2021, CCS Insight expects 560 million 5G-capable smartphones to sell. In a turning point for the industry, Apple released its first 5G-equipped iPhone at the end of 2020, which triggered a "smartphone supercycle" that saw many users replace their devices.
After a huge dip in sales, smartphones have now started selling again with the second quarter of 2021 seeing a 10.8 per cent increase in shipments year-on-year. Previous analysis by IDC predicted that 5G device shipments will increase by 123 per cent in 2021 as compared to 2020 and that by 2022, they will make up more than half of all smartphone shipments. (IANS/ MBI)
Keywords: Global health crises, 5G smartphones, 5G in western Europe, 5G network, 5G report, health crises in national lockdown
India may not see a billion smartphone users even by the end of this decade and there are seven key challenges to achieve 100 per cent smartphone penetration, according to a new report. With the shrinking addressable base for smartphones, India is likely to have 887.4 million smartphone users by 2030, said the report by Gurugram-based market intelligence firm techARC.
The new smartphone user acquisition has been on a decline since 2018, after 4G drove switch to smartphones as it ushered several new use cases and forced feature phone users to upgrade. This, however, is not the case with 5G, which can substantially bring out a new use case for the mobile users compelling the feature phone users to move to a smartphone.
Affordability is the first concern even if users would discover their own use cases. "This is on account of both - investment in the device and the recurring data cost. Even to own a device, it's a substantial increase in the outlay for around 200-250 million users who cannot spent more than Rs 1,500 on a mobile device," said Faisal Kawoosa, Founder and Chief Analyst, techARC.
Even to own a device, it's a substantial increase in the outlay for around 200-250 million users who cannot spent more than Rs 1,500 on a mobile device. | Photo by rupixen.com on Unsplash
Second reason is that there are no models that could self-subsidise the smartphones for this potential audience, who are on the other side of the fence waiting to join the smartphone arena. "Advertising-based revenue and value-added driven revenues are negligible for such audiences where advertisers would not be ready to spend much as this is not their target audience," the report mentioned. So, original equipment manufacturers (OEMs) cannot work out any model of recovering partial cost of the device upfront and then realising the gap in due course through other streams.
Original equipment manufacturers (OEMs) cannot work out any model of recovering partial cost of the device upfront and then realising the gap in due course through other streams. | Photo by Zac Ong on Unsplash
The third key reason is that the OEM ecosystem is gradually moving away from the entry segment. All major OEMs have disinvested out of the entry segment (less than Rs 5,000) where the first-time smartphone user would fall. Rather OEMs are moving to higher average selling price (ASP) as consumers are willing to spend more (15-35 per cent) on their next upgrade/replacement of smartphones.
The fourth reason is that the OEMs are adding more features and functions to their smartphones to facilitate paying users leverage more from the device by consuming content and other services, which are subscription based. The interest of OEMs is gradually moving in this direction, where they could increase the lifetime value (LTV) per smartphone user by getting a pie of the services that the users are paying for.
"Another reason is that attempts such as a hybrid smart-feature phone, haven't paid off well. Though it has got in additional 80-85 million users into the digital ecosystem using fundamental digital services, majority of the featurephone users haven't accepted this 'workaround' wholeheartedly," said Kawoosa.
Attempts such as a hybrid smart-feature phone, haven't paid off well. | Photo by The Average Tech Guy on Unsplash
The sixth reason is that globally, we are witnessing prices of components going up on the one or another pretext. This is only forcing the OEMs to increase the cost of the devices and in a very hypersensitive market like smartphones, it is very challenging for the OEMs to frequently trade-off between input costs and the market opportunities.
Globally, we are witnessing prices of components going up on the one or another pretext. | Photo by Yiorgos Ntrahas on Unsplash
Finally, the entire smartphone ecosystem is interested in investing in opportunities which are rewarding. For example, when we compare education and gaming as two areas of immense opportunity, the entire smartphone ecosystem has preferred to make considerable investments in gaming than education. "There is hardly any OEM focusing on making devices affordable so that more and more students could benefit from digital means of education. But over the past two years, we have seen several OEMs making gaming smartphones in the affordable segments," the report argued. The result: At 4.9 per cent compound annual growth rate (CAGR) for smartphone subscriber growth, India may not have a billion smartphone users even by 2030. (IANS/ MBI)
Keywords: gaming, education, affordable, market, report, reason, device