With the influx of mobile data services, new handsets and little to differentiate various players in the marketplace, we turn to brand as a key decision point in the mobile user experience process. David Pringle, a writer for the Wall Street Journal writes,
“At stake is control of an everyday device owned by more than a billion people. The winner will be in a position to shape the future of the cellphone business and cream off the profits that come from being a premium brand.” Wall Street Journal “After a Long Peace, Wireless Operator Stirs Up Industry”, November 2004