Over half of mobile phone owners in Europe have two or more phone subscriptions. Same is true of many advanced Asia-Pacific countries from Hong Kong, Taiwan and Singapore to Australia. So too in advanced parts of the Middle East from the UAE to Israel. In Russia more than half of phone owners have two or more phone subscriptions. Even laggard mobile telecoms markets like the USA are starting to see this, with about a quarter of American cellphone users having two accounts or more (think of a Blackberry user with a company phone, also having a private iPhone).
I have been explaining this multiple phone subscription phenomenon for over a decade now, since it was first observed in Finland. And ever since I have been an independent consultant after I left Nokia in 2001, I have been having strategic marketing workshops with the leading mobile operators/carriers where I have always brought up the multiple phone ownership issue. Sometimes my customers have wanted to discuss it, at other times not. But regardless, it is a reality today. And the operators/carriers have to think about it. And now, we have a massive development in the story. Nokia has announced that in 2010 it will be introducing dual SIM phones to its lower priced mass-market phone line (ie the 'non-smartphone' models).
Again, this is not a world innovation. We've had dual SIM handsets out of China by miscellaneous third tier phone makers for many years. Samsung was the first of the big 5 makers to introduce dual SIM card phones last year and we have them here in Hong Kong for example. So Nokia is not creating this market, it is following the developments of the industry and adapting to it. (It is a wise strategic move by Nokia but one which will initially see some consternation by various operatots/carriers attempting to adjust to the new realities of this market).
Oh, I want to thank our dear friend (and publisher of all of our recent books) Ajit Jaokar the CEO of Futuretext, who blogs at Open Gardens. Ajit wrote about this announcement by Nokia as part of several other Nokia statements about its mass market phones for 2010, at Forum Oxford (free site but registration required) where Ajit and I are both co-moderators and many regular readers of this blog are also members.
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