† Updated: Monday 20 June 2022, 15:23 [IST]
The smartphone business looks and sounds very interesting. TAs are attractive as they may seem; the smartphone market is highly competitive. The number of smartphone brands is increasing yearly as more OEMs are now interested in getting into the smartphone business. As attract in the smartphone market, brands need to think one step ahead and be ready to adapt to the ever-changing technology. While there seem to be many smartphone brands, most of them are related to each other by their parent company.
Brands like Oppo, Vivo, Realme, and OnePlus belong to BBK Electronics, while brands like Xiaomi, Redmi, and Poco belong to MI. A few independent smartphone brands, such as Samsung and Apple, have global dominance. This article is not about successful smartphone brands; it is about those brands that have not made a name for themselves in the market. We are not discussing brands like Huawei, Nokia, LG, Sony, or HTC. We are talking about the brands that came out with disruptive ideas and failed to impress the public for various reasons. Here are a few smartphone brands that were not received positively and exited the smartphone market quickly.
Amazon — Amazon Fire Phone
Amazon — the e-commerce giant, also tried its luck in the smartphone business with the launch of the Amazon Fire Phone, with unique features like a 3D perspective UI with four front cameras. The smartphone didn’t get the positive reception the company expected, so Amazon ended its brief stint in the smartphone space.
Essential — Essential PH-1
The Essential PH-1 was probably the most uncluttered smartphone of 2017 and the first smartphone from Android co-founder Andrew E. Rubin. The Essential PH-1 had a premium design with support for modular accessories, and it’s also one of the first smartphones to feature a small notch at the top of the display. Like Amazon Fire Phone, the Essential PH-1 is also Essential’s only commercially launched smartphone.
Red — Red Hydrogen One
Red is a brand known for making cinema-quality cameras. When the brand announced its plan to launch a smartphone, there was a lot of anticipation, especially regarding its camera capabilities. Again, the Red Hydrogen One didn’t get the expected red carpet, and the company didn’t bother making a successor.
There is a huge challenge for newcomers.
The story of these brands clearly shows that the smartphone market is a hard nut to crack. Even some established brands fell short of customer expectations and are nowhere in the market. These brand stories indicate that it is very difficult to convince consumers to invest their hard-earned money in something new. The brand faces the same challenges as Nothing is set to launch its first smartphone. I hope we get a new smartphone brand that delivers what customers want instead of being different.
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