Mobile phone names: The good, the bad and the ugly
Whereas most electronic devices get nothing more than a model number, mobile phone producers like to create a memorable brand name which conveys the handset’s image. Here are some of the best examples of how they did it… and the times they failed.
The good:
iPhone. Overhyped and overpriced it may be in many people’s eyes, but you can’t deny Apple knows how to create a branding classic.
Skypephone. Produced by Amoi and carried by Britain’s 3 network, this is probably the ultimate in functional naming. It tells you exactly what the main selling point is and piggybacks on an existing brand’s status.
Neo Freerunner. Back in 1999, Nokia’s 7110 was briefly the coolest thing around after featuring in The Matrix. But today the name of this handset, from FIC, is about as close as you can get to leeching the movie’s style without a lawsuit.
Startrek. The name of this HTC phone is admittedly pretty geeky and limits the audience. But it has to get the thumbs up for sheer unlicensed gall.
Chocolate and Cookie. LG offer users a pretty tasty choice.
The bad:
Iris. HTC has come up with some memorable names, including the Magic and the Dream, but everyone has an off day. Nobody wants a handset named after their grandmother.
Glofiish. Aka E-TEN’s x500. Come on now. You haven’t just named your handset after a fish, you’ve deliberately misspelled it. Are you trying to be down with the kids, or do you fear the wrath of an aquatic patent lawyer?
Simon. This IBM device was arguably the first commercially available smartphone. When you’re aiming to convey the idea of combining all your office desktop equipment into one portable device, it’s probably best not to give it the same name as a primitive child’s electronic toy.
Rumor. LG’s marketing department fails to see the potential for confusion once it confirms reports of the new handset’s launch.
The ugly:
Honey Bubble. Samsung’s newly announced SPH-W8700 was the inspiration for this list. It is indeed a pretty sweet piece of kit, including a digital TV tuner, GPS and even a subway map. But while it will likely be a hit with young teenager girls in the Korean market where it launches, it’s hard to imagine anyone else walking into a store and asking for the handset by name.
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