Style vs functionality, price vs quality. These two eternal battles seem to distinguish and differentiate the mobile phone accessories market in Europe. This obvious reflection of the consumer mindset, functional and pragmatic products in the north and style and lower prices in the south has to be acknowledged as the key strategy factor for any manufacturer and distributor to introduce a product or brand in a given region of Europe.
At a first glance, the current common denominator in the European mobile phone market leads to the iPhone 4. However, what denotes a given market is the selection of accessories that the consumer chooses to customize his/her’s sterile looking smartphone.
Hence, the success of brands such as Case Mate and Jays across Europe has come down to their relevant versatility in the product range and the customized approach taken towards the different territories of Europe. Key factors such as englobing style and functionality in one and having a wide and even priced product range are a must in an era of global consumer diversification.
In conclusion, Europe has a political and economical unity, although this is clearly not reflected in the universe of consumer electronics.