The advertising of the folding should be different from that of the rest of the mobiles

Mobile telephony is in a time of relative disruption. Since 2007, mobile phones have followed the same trend, marked by the iPhone, and the differences between them are minor, with price being the main selling point, at least in countries like Europe. In folding mobiles it is different, firstly because they are much more expensive and also because there is practically no competition.

However, this makes it the perfect breeding ground for a new kind of Android mobile advertising that, so far, hasn’t been exploited too much.

The difference between Apple and brands that use Android

If you see an advertisement for the iPhone, you will realize that it is sensations that are transmitted, not technical aspects. It doesn’t tell you the resolution of the camera, but rather that you’re going to take amazing images.

This is not something new from Apple. As Javier Lacort repeatedly commented on his Loop Infinito podcast, the original iPod had a very simple launch slogan: “1000 songs in your pocket” which, together with the incredible colorful advertisement of its users’ silhouettes, catapulted the fame of the same. This product has recently reached the end of its useful life, but it cannot be said even remotely that it has not been a total success. Part of that success is how the essence of its use has been conveyedand mobile brands should do the same for foldables.

The foldables br ing obvious things, beyond the technical specifications

Spending six months using foldables in my daily life has made me realize that the most important thing about these models isn’t the processor they carry or the quality of the cameras, but differential aspects that normal mobiles do not have.

Shell-type covers, like the Huawei P50 Pocket or the Samsung Galaxy Z Flip 3, bring comfort that we thought was lost. This sales pitch in itselfe, as well as their reduced size when transported, should be the key element of your advertising.

It is true that Samsung is already pointing in this direction when it highlights functions such as tripod mode, which will particularly appeal to those who use apps such as TikTok or Instagram a lot, but it can go further.

Los móviles tipo libro ofrecen una pantalla mucho mayor, algo que parece que ahora Google va a empezar a exprimir con Android 12L y versiones posteriores. Esto es ideal para leer en viajes.

Si os fijáis, todo esto es independiente de si el móvil usa un procesador u otro, una batería u otra o una tecnología de pantalla u otra. Y ahí es donde debería centrarse la publicidad, en el lado ligeramente emocional de la tecnología.

Eso hace que, en parte, la importancia del precio se diluya. Que se lo digan a Apple.

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