OK, so here's a theory about mobile phones and their use: in terms of phones their are three regions: Region 1 where the internet reached most people before mobile phones (North America); Region 2 where the internet reached most people at the same time as mobile phones (Europe); and then Region 3 where mobile phones reached most people before the internet (Asia, South America, Africa). The timing of the adoption of the internet versus the mobile phone within a region affects the relationship that region's citizens have with their phone; and therefore should govern the services that will be used there.

Friday sees the launch of the iPhone for Apple. In March 2007, we published a theory about what people wanted from their phone depended on whether the mobile phone came before or after PC based internet was introduced widely to the geographic region. We’ve republished it below. According to this theory, a high spec’d phone like the iPhone’s is going to have an uphill struggle in the US – however, Apple’s design and brand loyalty might help battle that.

OK, so here’s a theory about mobile phones and their use: in terms of phones their are three regions: Region 1 where the internet reached most people before mobile phones (North America); Region 2 where the internet reached most people at the same time as mobile phones (Europe); and then Region 3 where mobile phones reached most people before the internet (Asia, South America, Africa). The timing of the adoption of the internet versus the mobile phone within a region affects the relationship that region’s citizens have with their phone; and therefore should govern the services that will be used there.

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