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Droid: The New Android Marketing Brand

Posted by: Olga Kharif on November 5, 2009

This morning, Verizon Wireless announced Droid Eris, a new phone from HTC. The announcement comes on the heels of another, of Motorola Droid, another smartphone device based on Android software developed by Google and its partners. So Verizon Wireless has decided to develop a single brand for all Android-based phones it puts out: Droid, a company spokesperson confirms.

This strategy is a smart one: Currently, very few consumers are even aware of Android, or know what it is. With the Droid brand, Verizon Wireless is likely hoping to change that, and to make Droid phones stand out in the consumers’ minds in the same way the Apple iPhone does. Indeed, Android-based phones are highly differentiated products: They are the only phones that can connect to and download apps from the Android Market, an app store for mobile games, calendar and productivity applications. They also can access services such as Google Maps Navigation, which offers voice turn-by-turn directions. It’s important to point out these differences to consumers, and a single Droid brand can help achieve just that.

Reader Comments


November 5, 2009 11:20 AM

Android wins, 3G loses...'nuff said


November 5, 2009 3:28 PM

What was that? I fell asleep for a minute.


November 5, 2009 6:52 PM

The Droid Eris does not run on the Android 2.0 software and thus cannot access Google's turn by turn navigation App.


November 6, 2009 3:32 AM

I still don't belive it, I'll belive it when I see it for reals... Till now the iPhone is the best out NOW!!!!


November 10, 2009 4:10 PM

Does anyone know if Google plans to release Google Navigation for the Droid ERIS????

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Bloomberg Businessweek writers Peter Burrows, Cliff Edwards, Olga Kharif, Aaron Ricadela, and Douglas MacMillan, dig behind the headlines to analyze what’s really happening throughout the world of technology. Tech Beat covers everything from tech bellwethers like Apple, Google, and Intel and emerging new leaders such as Facebook to new technologies, trends, and controversies.



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