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Out of the Shadow of the iPhone

Posted by Andrew at 4:42 AM on March 7, 2012

Samsung Galaxy BeamAt this time of year the technology circus does its tour of the world….CES in Las Vegas, MWC in Barcelona and CeBIT in Hanover, Germany. Interspersed are product launches by major companies like Apple.

When Apple and subsequently Microsoft decided to move away from the industry events and do their own mini-shows, many commentators noted that it was disappointing that the market leaders weren’t going to be attending and predicted the death of the big show. From all the evidence I see, it’s been the best thing that ever happened.

Take Mobile World Congress last week – it was a great show with Samsung, Nokia, HTC, RIM all putting out great phones and tablets. With the figures showing Android well ahead of iOS in the US new handset market and the absence of Apple at the show, it really felt like smartphones had come out from under the shadow of the iPhone. Companies were daring to innovate and be a bit different because the competition is no longer simply about being better than the iPhone, it’s about being better than Android competitors.

HTC’s One line-up might not be earth-shattering but there’s a progression from entry-level to top-end. Samsung continues to produce different sizes and integrate other technologies, such as pico projectors (Galaxy Beam), and Nokia supports its long-term plans in the Windows Phone market while still introducing a bonkers megapixel camera on the older line.

In comparison, Apple would have produced largely the same phone as the last one, only a bit faster, yet would have stolen all the headlines. Great products for sure, but Apple isn’t innovating, it’s perfecting.

The smartphone market is in rude health and it’s great to see genuine innovation and competition rather than the predictable progression of a near monopoly.

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