Thanks for visiting Mobile phones Unlocked, my new monthly column made to explain the the inner workings of mobile phones that will help you better know how they work. The field of mobile phones is fast-paced and can often be confusing and hard to keep an eye on all of the new technology during these products, especially if you are a new comer to them, therefore if you will find any subjects you want to see covered here, don't hesitate to e-mail me at bonnie.cha@cnet.com.
Recently, my friend Jessica Dolcourt authored an excellent two-part series how mobile phones are born, together with some behind-the-moments confessions in the phone designers. The articles provided an excellent insider's consider the mobile phone design business, there is however another part that's always intrigued: How can mobile phones and mobile phones obtain names
During my seven many years of looking at phones, I have run into some good names plus some which have range from department of "What were they thinking " Samsung has already established its great amount of both, so with this month's column I arrived at to the phone manufacturer to shed some light about them. Below is really a Q&A session with Paul Golden, v . p . of proper marketing for Samsung Telecommunications America (Samsung Mobile).
Golden, whose duties include approaching with logo and online marketing strategy for brand new product launches, advertising, media, consumer as well as in-store promotions, walked me through how the organization names its mobile phones and mobile phones. As I have learned since beginning this column, the operation is a lot more involved than I figured, so read onto see what's inside a (mobile phone) title.
Question: When would you begin the entire process of approaching having a reputation for a telephone Could it be throughout the event process When a phone is complete Somewhere between
Golden: As you may imagine, the merchandise naming process and protocol isn't the same for each phone Samsung manufactures. I will tell you that normally, the merchandise naming process takes about 5 to 7 days to accomplish, beginning using the initial idea brainstorm and reaching completion once we and our particular company partner for your device give their final approval.
Samsung Messager Touch
(Credit: Josh Burns/CNET) How can you develop them What influences your decision
Golden: We create a positioning statement for every creation that articulates the customer benefit and key support features. The career statement will behave as a guideline to define the very best product title.
How difficult could it be approaching having a title What challenges exist
Golden: It's certainly challenging to complement the best title using the best product. First, we must make certain the product title isn't already taken with a competitor or perhaps a much the same version of this product title. It is also difficult to get an item title which has a balance between being memorable and descriptive, whilst being relevant, rapidly understood, and identifiable to customers.
How lengthy does the procedure take Do you know the different stages and who provides the final approval
Golden: You will find typically six stages that the product goes through on the 5 to 7-week period before its final title is selected and confirmed. The very first phase is creative development where 100s of names are supplied from a long brainstorm period. Within the second phase, we take individuals potential product names to some legal pre-screen to find out possible conflicts with current or future items from your rivals making significant cuts towards the initial list.
The 3rd stage involves taking a listing around 10-20 leading product title candidates to the company partners to have their impressions. The 4th stage moves individuals 10-20 product names right into a full legal look for any conflicts or potential liabilities and risks. After that, their email list is whittled lower towards the fifth phase, that is a level shorter listing of product names which are posted to the legal team to guarantee the remaining choices are defensible and legally protected.
Within the sixth and final phase, one product title emerges because the selected go-to promote title, filled with the legal research findings and every one of that information distributed to the company for confirmation.
Have you got a team or it is possible to devoted person whose job it's to develop names
Golden: Samsung comes with a devoted individual whose chief responsibility would be to manage the merchandise title process with the six phases, such as the feedback from your legal team and also the product naming/branding alternatives each and every company Samsung works together with. You need to observe that legendary products, like the Universe S, receive more product naming attention and research and undergo a far more in-depth approval process with this senior professionals.
Are focus groups ever involved
Golden: Focus groups commonly are not used, but we all do conduct market testing research with customers to assist identify which product characteristics featuring may likely resonate the most powerful when individuals are looking for a new phone. Our ultimate goals in naming an item are driving Samsung's business and building a difficult and loyal reference to customers.
Samsung Android Charge
(Credit: Sarah Tew/CNET) What part perform the service providers participate in the naming process
Golden: Some service providers do own product names that evolve into specific brands across multiple producers, for example Verizon and it is Android brand. But generally, Samsung conducts the merchandise naming process for the phones and add-ons and own the intellectual privileges to that particular product title and potential future decades of items that share any a part of a older product title.
Just how much influence perform the OEM's have Do you know the company you want a telephone to maintain its original title/branding (e.g., Samsung Universe S II) or if you do not accept a title, are you able to break the rules
Golden: Naming an item is certainly a collaborative process between Samsung and our company partners. Let us face the facts, when the company is really a large fan of the product title that people decide to provide market, the greater our overall synergy is going to be using the company in marketing, starting and marketing the merchandise both ahead of time and after retail availability starts.
How different may be the naming process for that U.S. along with other parts around the globe When would you alter the title of the identical phone for various nations
Golden: Most of the phones that people sell within the U.S. are unique towards the U.S. market. In individuals cases what they are called may also be unique. For global products, our preference is by using common naming whenever possible to be able to leverage global media. In present day media world, you will find no real edges so customers get uncovered to on the internet and social networking that people do globally too as with the U.S. The greater consistent we are able to maintain our naming globally, the greater. In some instances, we might have different methods for product branding within the U.S. than other areas from the globe.
Does Samsung check a suggested title to determine what cultural or religious meanings it's in other nations or communities
Golden: As being a global company, Samsung and our a lawyer are extremely sensitive and careful to prevent presenting product names that may offend customers within the U.S. along with other parts around the globe. That's a primary reason our product naming process experiences multiple waves of legal reviews. Our legal agency inspections names against other languages (always Korean) to make sure you will find no potential hidden meanings. The Samsung HQ intellectual property team will also request this is of the title if it's a created title, for example APTOS, which combines apt and operating-system.
What are the legalities you suffer from with approaching with names
Golden: Besides the apparent problems connected with starting an item title that's just like a competitor, we have to understand product names that may inadvertently mislead customers into convinced that our phone or tablet includes a specific feature or capacity that it doesn't really possess. Also, the cell phone product market is growing with increased producers and items every single day. More items within the telecom industry produces a more compact quantity of original product names for Samsung and our rivals to select from.
When you develop a distinctive title, is the fact that only at Samsung Do you have it or can others rely on them
Golden: When a product title is registered as Samsung's intellectual property, our privileges typically extend to exclusivity one of the consumer technology industry. However, other consumer product industries, from cars to food or air carriers all be capable of make use of a title of our items, as lengthy his or her a lawyer can be there's minimal to absolutely no way that the consumer will confuse our product using the product from the completely unrelated industry.
So why do you apply the model no . for many products
Golden: We still use amounts on some entry-level feature phones where customers are searching more for economy and fundamental functionality.
Samsung BlackJack II
(Credit: Corinne Schulze/CNET)Any names which have been faves among clients, in addition to within Samsung Least favorite
Golden: The Samsung BlackJack and it is successors, the BlackJack II and also the Jack, both appeared to resonate with customers. More lately, our Universe S and Universe Tab portfolio of items happen to be very effective in branding Samsung like a provider of premium, durable, and effective mobile phones and mobile pills. From justness to the naming team and also to keep me from trouble, I ought to most likely plead the 5th about the least favorite product title.
Any fun brainstorming periods or war tales you want to share
Golden: Again, most likely during my welfare to maintain quiet on that question to maintain myself from trouble.
Finally, I must request concerning the Samsung :) (Smiley) and Messager. Using an emoticon is novel, but got a little of ribbing within the press. And Messager is not technically a thing. Are you able to share how both of these names came into being and supply some ideas on a few of the critique
Golden: For Smiley, I'm able to make sure T-Mobile possessed the privileges to that particular product title, so their marketing team will be the best starting point. Within this situation, the company were built with a quite strong curiosity about the title.
About the Messager, you're factual that it is not an effective word within the technical sense, however it Messager did a fantastic job of offerring its primary use situation in an exceedingly straight-forward way. The Messager were built with a slide-out full Texting keyboard and was promoted to teenage/teenagers like a phone which was ideal for text texting.
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