Mobile-review.com Classification of cellular devices or how to understand, who is who in mobile world

It is well known, that cellular telephones differ from each other in functionality and, hence, given opportunities. Unfortunately, universal classification of phones does not exist, and there are some explanations to this. The first and the basic is an absence of the consent between manufacturers, each of them develops its own classification for released devices. More over, the same manufacturer can change classification principle during some time, then we can see old and new models at the same time on the market.

First of all classification of models by several classes pursues marketing objects: having related a phone to this or that category it’s possible to change its price.
For example, business-devices are more prestigious than phones of initial level, that’s why their price is a bit higher.
For example, Nokia, in general, does not have inexpensive models of initial level, except for models, which became cheaper due to their age (example – Nokia 3310, the model is produced and is on sale for several years).

1. Low end phones, they are frequently named budgetary, or economic, devices.
2. Middle range models.
3. The devices protected from external influence (outdoors).
4. Business phones.
5. Fashion phones.
6. Communicators
7. 3G phones

In each class it is possible to allocate subclasses, but we'll be interest in the basic types of mobile phones now. So, to devices of initial level it is accepted to relate inexpensive budgetary models equipped with a minimum set of functions, which basic purpose - granting of mobile communication. M - series from Motorola can be an example of such phones. They were extremely popular in 1998-1999 because of the price and quite good quality of communication. At that time such devices differed from superiors in the model line in absence of many functions. Most of them didn't have vary important feature - vibration alert (compare, for example, м3788 and StarTac 130). With the release of new phones and development of technologies representation about the device of initial level varied, and today phones of the lowest price category - functionally rich models. It is enough to tell, that many devices of this class have vibration alert, voice dial, automatic turn on and turn off under the schedule, alarm clocks and other also useful functions.

The decision of manufacturers not to sell devices under the cost price played not the last role in changing cheap (but completely not bad!) mobile phone's filling. Crisis of the telecommunication industry has compelled the companies to refuse an opportunity to earn money on sale of cheap devices. The second reason is the refusal of large European operators of granting practice of free-of-charge phones together with the contracts or toughening of sale conditions. In most cases to purchase a phone for a few Euros with contract, you need the passport and bank guarantee, so the cellular provider practically doesn’t risk subsidizing phones.The disappearance of similar models has sharply reduced quantity of cheap devices in the market that has resulted in the general rise of the prices for phones of initial level in the beginning of 2002. It is absolutely normal situation, and to expect, that it will change in the nearest some years, is not worth waiting - henceforth devices of the lowest price category will cost about 100 dollars, but in no way half from this sum. It’s necessary to understand that the third range manufacturers can sell phones for 50$ in retail, but they have no key role on the market, as the quality of devices is poor, and the platform used in such devices is already outdated. Exactly rather high prices have allowed manufacturers to equip budgetary devices on the maximum, having given them vibration alert, games, an alarm clock and sometimes even more capacious lithium-ion batteries.

Today almost all companies - manufacturers, except for Nokia, release low-end models. For example, Siemens A50/A55, А40, Sony Ericsson T100, Motorola T191, Motorola C200, Alcatel OT 320 and others. However some from the listed above models are extremely simple and equipped with a minimum of functions - for example, all A-series from Siemens, Ericsson A2618s, Ericsson A2628s. Such devices can be named budgetary, or economic, models. As you can see, it is the whole subclass of phones of the entry level. The staying devices can be related to high low end subclass. Frequently the difference between this subclass of devices and phones of average level is rather ephemeral and consists basically in the price. As a rule, on a measure of ageing of middle class model smoothly pass in the category of initial level devices of the maximum price segment. Striking example is Siemens C55 which became cheaper to 110$ during 9 mothns, that made it high low end device. Thus on functionality Siemens C55 does not concede to be the best models of this class, but loses them on age, and it frequently plays the big role. The longer model is in the market, the better it is recognized, but not sold at all. As practice shows if not to change design and not to expand functionality, sales of model gradually fall and it leaves from the market, to exempt a place for new devices.

To compare phones of different classes is incorrectly as functional distinctions between them can be very rather important at differnt time. It is competent to compare only models of one year, and one class, - only in this case you receive clear representation concerning pro and contra of this or that device. Attempt to compare model of various classes, moreover released in different time, but identical under the price, results in full confusion. In fact we do not compare cheap and, the main thing, new minibuses of 80-th years with modern cars though they cost equally, - so what for to correlate with each other phones of various classes?!

The second thing in comparing devices is a try to estimate the model, which can be purchased already now, with the device, which will be released after a time. It’s necessary to be guided by the principle: it’s necessary to buy the device today, because it’s needed now. New models will be released every month, and the buying process can be put off.

Some devices can be related to different classes, it complicates the situation. For example, Sony Ericsson T100 is advanced low end device. But it can be related to low middle class. Unfortunately, formal indications, which allow relating this or that device to some class don’t exist. But on the other hand, exactly thanks to such variety the user can choose that model, which will satisfy his needs as much as possible.

The second group - devices of middle class. It is the biggest group of various models by quantity, on sales it is also confidently in the lead level with phones of entry level. The functional equipment of such devices is rich enough - they meet practically to all requirements, frequently have a voice dial, a WAP-browser, Java support, MMS, GPRS, games and other advanced features. The most typical phones of average level are Motorola C350, Nokia 3510i, Panasonic GD67, Sony Ericsson T310. The listed models differ from more expensive devices of business class in absence of IR-port, Bluetooth-transmitter, the built-in tools for synchronization with the PC (the cable is required as the there is no IR-port), smaller operating time from one charge, smaller memory size and more simple organizers. As well as the first considered class, this category of cellular telephones can be divided conditionally into some small subgroups, but it is not so interesting, as devices of middle class are rather similar on functions.

It would be possible not to allocate phones for using in marching conditions, or Outdoors in a separate class as they are same standard models, but in the protected execution. So, analogue of Siemens C35i is model М35 identical on functions, but having the rubber case which makes the device damp-proof, that, however, does not assume an opportunity of immersing in water. Nokia 6250 it is intended for use in more severe conditions: it can be under water till 10 minutes, has shock-proof fixings, and is protected from penetration of dust. In comparison with similar model 6210 in 6250 there are some additional functions. Thus, to the given segment can be related both phones of average, and business class, which have protected construction. Now, there are no modern models of this class in the market. Only Sony Ericsson will release such model (S-line) in the near future.

Models of business class are the most functional devices. These phones have the most advanced notebooks, organizers, wide communication opportunities. Differences from devices of middle class are well appreciable: in modern business-phone the accumulator of the big capacity (lithium-ion or lithium-polymer, but in no way nickel-metal hydride), as a rule, is installed. In a case if the capacity of the battery seems small, it's possible to be sure, that it anyway provides some days of a hard work of phone. GPRS, a wap-browser (of version 1.2.1 in new devices; it differs from version 1.1 in support of safe connections used in electronic trade and color support) are usually intergtaed. From obligatory attributes it is necessary to note presence of IR-port and opportunity to data sync with organizer from the personal computer by means of the special software which is frequently included into the complete set of delivery. Many business-devices have also built-in support of Bluetooth (Sony Ericsson T610, Siemens S55) or there is an opportunity to connect special Bluetooth-modules (Nokia 6210, Motorola T280). The support of 3 ranges (GSM 900/1800/1900) is a merit of Motorola's business, in devices of other manufacturers the third range - 1900 appeared later, and besides all over again in business-models. The last tendency of fall 2003 will become appearance of 4-band devices (GSM 850/900/1800/1900). The 4-th band is intend for USA networks.

The memory size of business-devices is rather big, you can store up to 500 names with phones, and frequently for one name it is possible to store more than one telephone number and text information as small notes. Even the opportunity to keep e-mail address is supported and, of course, the opportunity to send the information via IR-port to any device (handheld computer, phone, PC). Representation of manufacturers about phone of this category has undergone essential changes. Earlier business-devices had few games, the design was ascetic, the sizes big (though there was an opportunity to make phone smaller). Now the situation is a little bit changing: so, even in Motorola phones games have appeared, the weight was reduced at rather insignificant reduction of dimensions

So, what are the differences of fashion phones from business-devices and whether it is possible to unit them in one class to simplify classification?! It is impossible, frequently fashion devices have scantier (in comparison with business-phones) opportunities. With occurrence of universal platforms the situation has changed: present fashion devices are frequently functionally identical to business-models of the same model line, Siemens S55 and Siemens SL55, for instance. The main difference between them is in the abcense of bluetooh in Siemens SL55.

The major distinctive attribute of fashion phones, in my opinion, is the opportunity of their customization; in particular, an opportunity to change covers (Nokia 8210, 8310). The greater range of standard colors of the covers is initially stipulated for fashion models, and frequently these covers are bright and drawing an eye, as against the quiet tones of business-phones. Fashion devices are created to draw attention of associates. So, peculiariteis of design follow from here, for example, external OLED. The last what it is necessary to mention, are the dimensions. In the given nomination a class of fashion phones is out of competition - the smallest devices not only by dimensions, but also by weight!

Phones equipped with untypical functions for them, for example having opportunities of a handheld computer concern to a class of hybrid devices (smartphones) or the GPS-receiver (Benefon ESC!, Track). Among the smartphones it is necessary to note Nokia 7650, Sony Ericsson P800, Siemens SX1, Handspring Treo 180, 270. For the time present, there are not so many such devices, but every year their quantity will grow. However, forecasts of some analysts according to which smartphones become leaders of sales in the market of mobile terminals, are meanwhile far from a reality. Undoubtedly, these devices have their own niche, but hybrids are not necessary for everyone: many prefer a simple sheaf of a handheld computer + phone. In this case you can choose that handheld computer which is more pleasant to you. By the way, such device will work longer both in the phone mode, and in the handheld computer mode. The operating time of smartphones now leaves much to be desired. The same is possible to tell about opportunities of the separate GPS-receiver and phone. Also it is necessary not to forget about those, for whom additional functionality in phone is absolutely unnecessary - these people, undoubtedly, will choose usual phone. So meanwhile smartphones and other hybrid devices concern more likely to the category of popular wonders, a little widespread because of their high price.

The difference of communicators from smartphones is unsignificant, communicators in principle are the same smartphones, but equipped with built-in keyboard. There are only several models on the market, as the most characteristic example can serve Nokia 9210i.

3G devices are related to separate class because they are capable to work in existing network but have unusual features for such networks, they are close to smarthphones in something. On the other hand they are heavy and have insufficient operating time. But it’s possible to establish the fact, that such devices became traditional for user of existing networks. It’s separate class of devices, represented by several models.

Positioning by manufacturers

Further we'll take up in brief, how manufacturers position their phones and what classes allocate.

Motorola. П. Positioning of models of this company is determined exclusively by phone's price by the current moment that is not completely right. So, the model of a top-class in the past - v3690 because of reduction in price is referred to phones of a business class though other devices of a v-series are top-models. The same situation is with phone of business class Р7389 which, having fallen in price, has passed to the category of middle class models.

For the next model range Motorola changed the classification and adhered to rather precise positioning.

Phones of various categories (I think, descriptions are enough eloquent) are so advertised.

Correlate slogans with the described categories of phones and you will see, that Accompli is the device concerning to smartphones, Timeport represents a business class phone, V. - fashion and, at last, Talkabout - a category of entry level models.

Since 2002, with occurrence of new model range, Motorola has begun departing from old classification. As showed the researches, made by the company, the name of phone consisting of the series designation together with the name of the company, is not optimum (taking into account convenience) for the end user. Speaking about the device, practically nobody mentions its series, for example, Motorola Timeport 280 is usually called Motorola T280. Naturally, there is no sense to support and promotion additional marks (names of series) on the market: it results in the dispersion of forces. Therefore now only the name of the company will be used as the trade mark, i.e. the name of phone will consist of word Motorola and model's name, more similar to code designation or number, for example Motorola C330.

In the listed example each figure and letter of phone's name have the certain value - it is not simply serial number of model. Let's examine new classification of the company with the help of this example. So, on the first place is the name of the trade mark that is Motorola. The first letter of device's name defines phone's class, they are 5 for today:

Further it will be possible to receive new classes by simple addition of letters and their descriptions - enough flexible system will allow realize it.

The first figure shows the device's belonging to price class. Look at the picture.

The absence of designations "four" and "five" is connected with negative emotions which cause these figures for some peoples from Asian countries, but new classification will be applied worldwide, so the company refused using these numerical indexes. The models which have in their name number 666, which name includes number 13 are also absent.

It's general knowledge that eventually the cost of devices varies - they become cheaper. In this case the name of model will become outdated, as it specifies price class only by the moment of phone's release.

The third and the fourth figures define phone's generation, and also its position inside the current generation. For example, Motorola C330 according to classification is 3G phone (don't confuse to generations of communication standards, for example 3G or 2.5G). It is known, that С33х model range includes three devices - С331, С332 and С333. The second figure specifies that all listed models relate to one generation, the last - fixes their differences from each other.

The designations which were not used earlier will be given to devices at occurrence of new models in various classes, in order to prevent every possible misunderstanding. So, won't see the phone with name А720 as exists Motorola T720.

During transitional old models and their updated versions will be called according to former system: so, in the market were presented Motorola T193 (low end device) and Motorola v70 (fashion device).

Since autumn 2003 the company has expanded the alphabetic indexes, having left digital designations former, their sense is described above. In the nomenclature of devices disappears letter Т, now business devices are not allocated in a separate class. As replacement serves the occurrence of two indexes :

The alphabetic indexes remain former for 3G devices, but numerical increase by one. I.e. mid level model is called С1000, while fashion device is called V1000. Probably to the price table was added level 10, to which refers the company in the name.

Ericsson. All is very simple with phones of this mark. In the beginning of 1999 Ericsson company accepted the ART system of positioning, in which name each letter designates model’s class:

Sony Ericsson. The company adheres to classification accepted for Ericsson's products , but it's a bit different.

T – - basic model range, contains models of all price groups, from initial up to high, some kind of the basic tendency in the company
P – smarthphones, separate model range of hi-tech devices
S – (Sport) - is not declared for today, it is youth model range with protection elements of the case.
Z – fashion devices, mainly clamshells

Siemens. Siemens’ marking company is similar to classification, accepted by Ericcson it is easier - only two letters, sometimes one. In total there are some classes:

Nokia. The model range of this company differs by variety, and positioning by complexity. So, some models form separate class; in total are distinguished some segments.

Base. GSM-devices of this class are not present.
Self-expression. Nokia 3310, 3330.
Middle segment.
Sport. Nokia 5210. Protected desing of phones
Entertainment. Nokia 5510. Additional functions, for example a mp3-player, expanded opportunities for dialogue (keyboard).
Style. Nokia 8310. Fashion devices
Classics. Nokia 6310, 6510. Business segment.
Premium. Nokia 8850. Also fashion devices, the basic difference from Style class is in the price.
Image Transfer. Nokia 7650. Phones with support of image transfer, prototype of communicators.
Communicator. Nokia 9210. Smartphones, a hybrid of a handheld computer and a cell phone.

At the present moment the company accepted a bit different classification, the names of models result from the table, it is listed below.

Samsung. In the past the company divided the market into 4 various sectors: Fashion, Business, Techie, Connector.

Fashion - fashion devices (hereinafter under version of Samsung). The basic driving forces in this sector are the beautiful design and recognition of model
Business - functionality and efficiency.
Techie - the newest high technologies. This sector will involve the first adherents of digital convergence - technologies for the sake of technologies.
Connector - the sector occupying the most part of the market. The basic driving forces in this segment are the price and simplicity of use (devices of middle class).

Seemingly, the company carries simple division, but model R200/R210 is not related to Connector, and to Fashion, thus other model, namely N400, is quite competent placed between segments Fashion and Business. Such arrangement is caused by that N400, having all functions inherent in devices of business class, has unusual appearance and automatically put forward aerial which makes it similar more likely on a toy, rather than on a "serious" phone. To the same class which can be named Stylish utilitarian, also concerns N500 model. Devices of average level in Samsung company are frequently allocated in Fashion&Classic segment.

Since spring 2003 the company has accepted new classification. The last devices falling under old classification, are - A800, R210, N620, S500, T400. Since the second quarter, are accepted new designations of all the model range, under such name fall also the projects which have code names fall (Pearl, Kimera, BSI).

P – Premium – Techie (Multimedia)
E – Exclusive – Fashion
D – Deluxe – Business
X- X-Generation – Stylish (Entertainment & Fun)
C – Classic – Utilitarian (Mass Market)
I – MiT – MIT,PDA & Smartphone
Z – UMTS

LG. All the devices in new model range from LG have alphabetic index which designates phone's belonging and its features.

B – budget or entry-level model, rather cheap low-end phones
W – wap; models, which support wap; they can related to middle and high price segments (W3000, W7000).
G – GPRS; phones, which support GPRS; they also related to middle and high price bands.
U - UMTS; 3G models; they are positioned only in the high price segment now.

As you see, the company is concentrated on one of the phone’s peculiarities in its classification. Phones of one series can related to different classes. The typical example is W-series

Alcatel. This company divides cellular telephones into some classes without dependence from that, whether there are models in the given sector of the market or not. In total Alcatel company allocates 5 classes:

(A-) budgetary phones, a cheap segment. Alcatel does not have models of this class;
(A+ B-) Good - devices Alcatel 30х, 31х;
(B+) Better - Alcatel 50x, 51x;
(C) Best - Alcatel 70x;
(G) Premium - class of style devices. Alcatel does not have such models.

The company positions phones of 500-th and 700-th series as business - devices. 300-n series are low end models. Rather reasonable approach to classification, all is precise and clear.

Eldar Murtazin (eldar@mobile-review.com)
Translated by Andreas Von Horn(andreas@mobile-review.com)

Published — 15 September 2003

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