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With Windows Phone, Microsoft is also taking a more active role in handset designs.
The company needs to revamp its handset designs, said Lee Seungwoo, an analyst at IBK Securities Co. "Rather than seeking stability, Samsung should seek to distinguish [its phones] with Galaxy's design policies," he said.
Siemens, for example, now sells a special collection of fashion handsets under the "Xelibri" brand.The variety of handset designs has dramatically expanded in the past couple of years in particular as phones with colour screens and built-in cameras have become more popular.
Hutchison is already in talks with DoCoMo's equipment providers, such as necand Panasonic, on handset designs, a potential "secret weapon" for Hutchison, says Godfray.
Among upstarts in the business, like Germany's Siemens, for instance, you can't help but notice that new handset designs resemble Nokia's most popular phones.
If they sold the venture they would presumably sell the handset designs and R&D to the highest bidder.
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"Handset design has become far less cheek-friendly," Mr. Rubin said.
Meanwhile, a flourishing ecosystem has sprung up of small firms specialising in areas such as handset design, chip design, testing and software.
An industry once characterized by brain-numbing acronyms and droning discussions about enterprise security is now defined by buzz around handset design, video games and mobile social networks.
The handset design is clean and comfortable; the audio is incredibly clear and lifelike; the keys are big, rubberized and illuminated.
Does the fate of mobile-phone giants really hinge on such apparently frivolous matters?Calling the shotsIn fact, losing its edge in handset design was one of three problems that caused Nokia to stumble last year.
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