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Wireless Device Lab
Topics
  • Mobile phones
  • Smartphones
  • Tablets
  • Multiscreen convergence
  • Bluetooth headsets


Customer Analytics
  • User Experience
  • Customer Buying Behavior
  • Market Demand Analysis
  • Segmentation
  • Market Needs


Business Solutions
  • Business Plans
  • Value Proposition
  • Segmentation Strategies
  • Product Roadmaps
  • Competitive Positioning


Report Types
  • Buyer Analysis
  • User Experience Benchmarks
  • Viewpoints
  • Insights
  • Presentations


Strategy Analytics

Ecosystem Determines Consumer Attachment to Mobile Operating Systems

Author: Taryn Tulay

Publication Date: Jul 27 2012

Pages: 29

Report Type: Report, Word

Navigation: Wireless Device Lab

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Summary

This report presents the findings of Strategy Analytics' Wireless Device Lab research into US consumer perceptions of, and preference for, mobile operating systems. Participants find Android OS’s open source approach, customization capabilities and volume of apps appealing. By contrast, iOS is perceived to offer the consumer exclusive apps, security and reliability, easy to use, and innovative experiences. The size of the associated content and app ecosystem, and the perceived quality of the content within it are key factors in determining how consumers perceive different mobile OS and how strongly attached they are to their OS of choice. The consumers’ biggest fears of switching OS are learning a new, unfamiliar OS and losing any apps or content saved or downloaded to their current device.

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Table of Contents

  • 1 Executive Summary
  • 2 Introduction
  • 3 Android OS
    • 3.1 Android OS Strengths
    • 3.2 Android OS Weaknesses
    • 3.3 Android for the Tech Savvy and Gamers
  • 4 Apple iOS
    • 4.1 Apple iOS Strengths
    • 4.2 Apple iOS Weaknesses
    • 4.3 Apple iOS for the Younger Generation
  • 5 BlackBerry OS
    • 5.1 BlackBerry OS Strengths
    • 5.2 BlackBerry OS Weaknesses
    • 5.3 BlackBerry for the Working Professional
  • 6 Windows OS
    • 6.1 Windows OS Strengths
    • 6.2 Windows OS Weaknesses
    • 6.3 Windows for the PC User
  • 7 Consumers Fear Unfamiliar OS and Loss of Data when Switching OS
  • 8 The Cloud Offers the Consumer Piece of Mind When Switching OS
  • 9 Consumers prefer to have the Same OS across Different Devices
  • 10 Conclusion
  • 11 Analyst Contacts
  • 12 Appendix: Participant Profiles
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