Apple: Handset makers are using a ‘piece of Apple’ to market the security of their devices

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Mass-market smartphone brands, some of the biggest ad spenders, are gearing up to follow high-end player Apple’s model and pivot in their messaging strategy, gradually focusing more on security-related aspects and privacy, versus the currently adopted feature specification narrative.

The American smartphone major Apple, a player in the premium market, has emphasized its security aspects in its marketing campaigns. Even his latest ad shows how his platform helps users keep their data private. And the likes of Vivo and Xiaomi as well as other top players could follow suit, industry executives say.

Anuj Sharma, Marketing Director at Xiaomi India, said data privacy and cybersecurity are becoming increasingly important for all brands.

Yogendra Sriramula, director of brand strategy at Vivo India, also pointed out that data privacy and cybersecurity are priority areas for the handset maker, both on the product side and on the marketing side.

iPhone maker Apple, for its part, allows users to block apps from tracking data and provides email privacy protection, making it harder for senders to track email activity. of a user. These are also the two features highlighted in the aforementioned advertisement.

Brand expert Harish Bijoor said a brand like Apple can meet the more intangible needs of its customers. “Apple has moved up the pyramid. It’s no longer a commodity or even a brand. It’s a super brand and so it’s gone beyond highlighting features etc. It can now focus on things like security and privacy that matter to its primary consumer,” he added.

But mainstream brands like Vivo and Xiaomi are currently positioning themselves as providers of affordable smartphones with a slew of features. “At Xiaomi, we had a clear vision from the beginning to make technology accessible to as many Indians as possible,” Sharma said. Vivo follows a similar philosophy in that it offers handsets at different price points, especially in the sub-₹20,000 bracket.

Prachir Singh of Counterpoint Research says these brands are still playing in the mass market and therefore need to focus on features and pricing to capture a significant chunk of volume. “When you look at the mass market (below ₹15-20,000), the consumer is more price conscious and so the selling points for marketing are features and value for money,” he said.

Moreover, it is easier for Apple to control various aspects of privacy and data security since it owns the platform.

However, with India poised to become a billion-user smartphone market by 2026 and the buzz around data privacy and cybersecurity escalating, brands even on the mass market, will need to assure customers that their data is secure and private.


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