Back in 1998 I worked at Duracell on rechargeables. I was what they called an HPC – High Powered Chick. I allowed them to call me a chick only then. The rechargeables I worked on were cell phone batteries. Didn’t know they made them? Yes I know, and part of the reason that division closed later in 1998. Duracell was trying to be the Number 3 company for replacement batteries. They were thinking ahead to a time when cell phones, or, your mobile (oh – how many meetings were there to determine cell or mobile??) phone was going to be an everyday part of most peoples lives. The same way that replacement alkaline batteries are for our electronic devices. Cell phones could cost upwards of $700 then, not a small investment. Most people didn’t have one in 1998. Motorola and Qualcomm were the leaders in the U.S. with their StarTac and Faser phone a la Star Trek – the thinnest flip phone to use CDMA their digital frequency we take for granted today. Sprint was the leading telecom to utilize the digital frequency and the two companies made great partners and a great product. You couldn’t upgrade to get a new free phone for a two year contract then.
Hmm? Forward to 2015.
Guess what, after years of upgrading to a new phone for free or very little in investment, usually under $100 depending on the phone you choose, we have to buy them! If not buy them then lease them for a year or two. Lease? What?
iPhone or Samsung, or Sharp (Yes, Sharp), LG or T-Mobile to AT&T to Sprint. Get the time machine I want to go back!
I want to go back to five years ago and see what made the mobile phone industry rewind to another time. Yes, you can still get a phone that will text too for under $40 to buy and a similarly low monthly fee. But, if you want a SmartPhone, basically a hand held computer in another form, then you must pay upwards of $200 for the phone and a high monthly price.
And, all those games, promotions we see now, Europe and Asia had those gimmicks back in the late 90’s. Their landlines are not as good as ours, so citizens embraced mobile over there, long before we had the notion. I used to have to examine all the offerings and relate it to how American’s would be interested and write analysis of it and present ideas at meetings. At the time, I thought, only teenagers are going to be interested in games and other promotions. What adult is going to spend their day on gaming on a mobile phone? Oh, how we have changed as a nation because of our little hand held devices. Be kind, rewind.