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Day September 21, 2011

5by5 | The Critical Path #7: Genericized Trademarks

5by5 | The Critical Path #7: Genericized Trademarks.

Episode #7 • September 21, 2011 at 12:00pm

Horace and Dan look at brand theory and decide it should not be left to the experts. Also, we ask what jobs products are hired to do and tie that to the meaning imparted in the brand and visual imagery associated with it.

The perils of possession without utilization

[Updated with new charts including data from StatCounter and not NetMarketshare]

Generally speaking there is an equivalence drawn between iOS and Android as technologies and even as user experiences. However, as I’ve pointed out on several occasions there is a very clear nonequivalence in business models and thus the “fuel” which keeps each platform running. But does this difference in models lead to some difference in the way the products are “hired” to do what they do. Does it imply anything about how the products are likely to evolve?

I collected into one place all the data I could find about utilization (how much of a service and how often it’s used) and possession (both in terms of current ownership and new acquisitions) of iOS and Android.

Possession data comes from comScore survey data of share of US installed base of smartphones by platform at the end of June 2011 (first chart) and share of Global Smartphone Purchases as of Q2 2011 sourced from company reports and IDC (second chart).

Utilization data (vertical axes) comes from August  2011 shares of mobile browsers (from StatCounter June 2011), in-airport WiFi associations from Boingo in June 2011 (iPhone vs. Android), in-flight Wifi associations from Gogo in June 2011,  and In-app Ad impressions from Millenial Media also in June.

The charts are divided into nine sections corresponding roughly to “low”, “medium” and “high” utilization vs. possession.

The first chart compares a US-only population for possession vs. a mixture of global and US-only populations for utilization. The second chart compares a global population to the mix of US and global metrics.

What I found interesting is