No surprise really that the only brand that attracts a reasonable level of brand loyalty amonth smartphone owners is Apple. The ubiquitous iPhone is an object of desire for corporate tyeps whose choice is often dictated by paranoia about iPhone's security architecture.
A survey conducted by GfK in the US, showed only 25% of smartphone owners planned to stay loyal to the operating system running their phone, with loyalty highest (59%) among Apple users and lowest (21%) among Microsoft users. RIM's Blackberry scored 35%.
The survey points out that the buyer decision is not about the handset, but about the high-end user features, in particular the apps available for the various operating systems.
GfK analyst, Ryan Garner says: "Loyalty with a handset is a lot more complicated these days in that people buy into experiences at the high-end level. If a phone doesn't do what it says it will do or what the owner hopes it will do, the maker will lose loyalty."
In the end, branding is a simple thing isn't it? The consumer experience is all that counts, not the means of getting it.
More detailed article at Reuters.