Magazine article Marketing

Rivals Target Apple in Mobile Web Battle

Magazine article Marketing

Rivals Target Apple in Mobile Web Battle

Article excerpt

Brands join forces to push for mobile web standard and simpler app payments. Matt Chapman in Barcelona.

Apple's central role in mobile has been challenged this week, with Facebook, HTC, Sony, Samsung and Nokia among the brands taking aim at the company at the Mobile World Congress in Barcelona.

Facebook chief technology officer Bret Taylor used his keynote speech to set out a vision for a 'mobile web' app store that would rival Apple's App Store.

Facebook has partnered companies including Samsung, Microsoft and Orange to 'evangelise' a single mobile web standard and simpler payment system that will enable developers to create apps for the mobile web, rather than rely on third-party app stores.

Sony Mobile led the charge for handset manufacturers by revealing it would run an aggressive marketing drive to relaunch the brand, following its buyout of Ericsson's share.

Calum MacDougall, head of Sony Xperia marketing, told Marketing the company would boost its investment in brand-building in key markets by two to three times its 2011 spend.

Activity launching in March will push the high-end Xperia S phone, which Sony Mobile hopes will establish it as a leading device brand while stealing share from Apple's iPhone. …

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