Small iPhone, Big Questions

A so-called iPhone Nano would certainly bring more into the smartphone fold. The implications for marketers aren’t as clear. According to the Wall Street Journal, the device is intended for sale alongside Apple's existing line. The new device would be about half the size of the iPhone 4. The Journal said the new phone would be available to carriers at about half the price of the main iPhone repertoire. That would allow carriers to subsidize most or all of the consumer's cost, putting the iPhone in the same mass-market price range as rival smartphones. As marketers, we’re wondering about device capacity, battery life, data plan and messaging rates, and whether the full App Store will be within reach of those who purchase the smaller phone. Oh, the complexities.
  • Will my newly designed mobile web site render properly on a smaller screen?
  • Will these mobile subscribers be reached with standard (as if there is standard this early in the game) smartphone strategies and tactics? Or will these be feature phone users on a small dose of steroid but not the whole regimen?
  • Will the smaller phone sell strictly to the young and lower household income crowd or will size and probable cool user interface appeal to others, including road warriors?
  • Will Apple’s strategy stall Google’s momentum with Android?
Small phone but big questions. More on this for sure as details become clearer.