Consumers are filling their hands, pockets and purses with smartphones and
tablets. One mobile device, it seems, is not enough.
Statistics bear this out. Increasingly, consumers from Silicon Valley to
the Midwest, South and Silicon Alley are employing a business phone —
increasingly, Android — as well as a fun phone filled with apps, usually iPhone.
Add to that the ubiquitous tablet, and you have an armload.
Dual tablet-smartphones use is reflected in soaring sales figures for
tablets — they are expected to whiz past PC sales for the first time in 2015,
market researcher IDC says — and smartphones. Some 1.75 billion smartphones were
sold last year, says researcher Gartner. (PC shipments surpassed 350 million in
2012.)
"Consumers are using devices based on what they need and when," says Bob
Tinker, CEO of MobileIron, a mobile management and security company. "It could
be a smartphone at a restaurant or a tablet on a train. It all depends on the
task and space available. But they have multiple options."
Many of the new users in the family are kids: 37% of teens have
smartphones, compared with 23% in 2011, says Pew Research Center.
What it all means in the real world is that mobile devices seemingly are
everywhere. Restaurateur John McDonald watches customers stack their phones and
tablets on tables or recharge them at restaurant bar outlets to replenish
batteries.
"Before, it was either you used Apple or BlackBerry," says McDonald, a
restaurant owner and entrepreneur in New York who recently added a Samsung
smartphone to his handheld stash.
"Smartphones are our new, smaller PCs — and they are everywhere," says Rich
Miner, general partner at Google Ventures, an investor in Divide, an app for the
management of multiple smartphones.
Samsung has fragmented the market's dynamic and become the world's No. 1
smartphone seller, with sleek design, appealing technology and aggressive
marketing.
Consumers juggle between phones to maximize battery use. And the choices of
consumers have gravitated from traditional PC operating systems to Apple's iOS
to, now, Android phones. The key is whose software — and apps — win out in the
end, says Howard Hartenbaum, a general partner at August Capital.
Yes, some even employ the mullet strategy, named after the awkward haircut
made infamous by country singer Billy Ray Cyrus in the 1990s — short in front
(business), long in back (party).
Of course, there are consequences with so many devices in fewer hands, such
as competition for Wi-Fi at major events and bloated phone bills.
Some $50 billion is wasted each year in the U.S. on unused voice, texts and
data, says market researcher Validas.
That has spawned apps such as Divide and Zact, which help manage the cost
of smartphones as they multiply among family members. FreedomPop offers a free
service similar to Zact, which is a paid-subscription model.
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