Brand Loyalty A Key to Success For The iPhone 4S

The new iPhone 4S is an exceptional device that is sure to attract new consumers that have never owned an Apple phone before. A large percentage of iPhone customers however are loyal to Apple and have owned at least one previous version of the handset. We take a look at brand loyalty amongst mobile platforms, a vital aspect to ensuring the continued success of a brand.

A recent worldwide survey of 4500 people has established that Apple have built the greatest brand loyalty among its customers. The survey discovered that 84% of current iPhone users would purchase another iPhone when the time comes to replace their handset. This figure compares favourably against Android where 60% of users said they would continue with the platform and Blackberry where the figure was lower at 48%. Ten years ago brand loyalty was not as important thanks to the ever changing technology that mobile phones at the time boasted. A new model could be released with a camera or a video capture function and would attract new customers over from a brand that could not offer these facilities. Every modern handset now boasts fairly similar specification meaning that if a platform delivers a great user experience the likelihood is that the user will stick with that company. Analyst firm GfK commented on the survey, "'The scope for brands to lure customers from rivals has diminished and the richest rewards will go to those providers that can create the most harmonious user experience and develop this brand loyalty". Obviously a manufacturer needs to continue to move forward in terms of technology but equally they need to continue to offer a high level of user friendliness and functionality in order to continue to achieve success.

The iPhone 4Sfrom Apple certainly offers all of the features that existing users appreciate but it also has taken some big steps forward in terms of features. A great example of this is the Siri voice recognition system that the phone uses. Siri enables you to perform a variety of functions on the phone via spoken instructions. You can compose a text and send it to a desired contact or ask for the weather forecast for a certain location. As Siri is linked to numerous element of the phones operating system it is by far the best example of a voice command software that we have ever seen. Processing power has also been updated with this new model and the 4S is the first iPhone to offer users dual core technology. This makes operation on the phone faster than ever and this is particularly noticeable when you are performing multiple tasks at the same time.

The iPhone 4S has been a massive success since its release. The UK figures for October surpass what industry experts predicted but we should see Android fight back over the next two months thanks to the excellent releases from Samsung and HTC.