Smartphone is a new commodity – Fast Company

 

 

 

 

WITH OBI SMARTPHONES, JOHN SCULLEY TAKES OLD LESSONS FROM APPLE—AND PEPSI—TO NEW PLACES

 

 

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Full article: http://www.fastcompany.com/3050377/tech-forecast/with-obi-smartphones-john-sculley-takes-old-lessons-from-apple-and-pepsi-to-ne

 

I expected Sculley to mention Apple when we talked; unexpectedly, he spent just as much time talking about lessons he learned at Pepsi, where he served as president from 1977-1983—until Steve Jobs famously asked him, “‘Do you really want to sell sugar water, or do you want to come with me and change the world?”

Today’s smartphone market, Sculley says, has much in common with the soft drink biz. “I’m a consumer marketer,” Sculley told me. “Most people hate commodity markets. How do you differentiate the technology? But if you’re a consumer marketer, you know from experience that there are many ways to differentiate a brand in commodity markets. How much more commodity can you get than sugar water?