Feeds

Is that a watch in your pocket?

TAG Heuer joins rush to brand phone handsets

Build a business case: developing custom apps

TAG Heuer, Swiss maker of fashion watches, has signed an agreement with French design house Modelabs to create TAG phones for those who need a logo to talk to.

As the feature-set of the modern mobile handset becomes increasingly commoditised it's natural for brand endorsement to follow: manufacturers not competing on features switch to competing on style, and must either try and establish their own brand in that field, or buy one in.

Samsung may well be respected for their technical prowess, but most would recognise that Armani have the edge when it comes to style. Armani's phone is manufactured by Samsung, ideally creating a perfect partnership of style and capability (though arguably LG Electronics and Prada have achieved more).

Some brands, such as Speedo, exist as nothing more than an endorsement of products to which they lend their logo. The buyer trusts the brand to ensure the product is of suitable quality and desirability, regardless of who actually makes it.

It's easy to dismiss branded products as old ideas with new logos stuck on them, but regardless of the stylistic input TAG Heuer has on their branded handsets they are still endorsing the product, and betting their logo on it.

It will be bought by the same people who buy TAG Heuer glasses and watches. We, who own equally-priced-and-technically-superior handsets, will look down on them for having more money than sense, and they will, in turn, look down on us for having such little style. ®

Secure remote control for conventional and virtual desktops

More from The Register

next story
UK fuzz want PINCODES on ALL mobile phones
Met Police calls for mandatory passwords on all new mobes
Canadian ISP Shaw falls over with 'routing' sickness
How sure are you of cloud computing now?
Don't call it throttling: Ericsson 'priority' tech gives users their own slice of spectrum
Actually it's a nifty trick - at least you'll pay for what you get
Three floats Jolla in Hong Kong: Says Sailfish is '3rd option'
Network throws hat into ring with Linux-powered handsets
Fifteen zero days found in hacker router comp romp
Four routers rooted in SOHOpelessly Broken challenge
New Sprint CEO says he will lower axe on staff – but prices come first
'Very disruptive' new rates to be revealed next week
US TV stations bowl sueball directly at FCC's spectrum mega-sale
Broadcasters upset about coverage and cost as they shift up and down the dials
PwC says US biz lagging in Internet of Things
Grass is greener in Asia, say the sensors
Ofcom sees RISE OF THE MACHINE-to-machine cell comms
Study spots 9% growth in IoT m2m mobile data connections
O2 vs Vodafone: Mobe firms grab for GCHQ, gov.uk security badge
No, the spooks love US best, say rival firms
prev story

Whitepapers

5 things you didn’t know about cloud backup
IT departments are embracing cloud backup, but there’s a lot you need to know before choosing a service provider. Learn all the critical things you need to know.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Build a business case: developing custom apps
Learn how to maximize the value of custom applications by accelerating and simplifying their development.
Rethinking backup and recovery in the modern data center
Combining intelligence, operational analytics, and automation to enable efficient, data-driven IT organizations using the HP ABR approach.
Next gen security for virtualised datacentres
Legacy security solutions are inefficient due to the architectural differences between physical and virtual environments.