Smartphone Start-ups by Claudio Giachetti

Author:Claudio Giachetti
Language: eng
Format: epub
Publisher: Springer International Publishing, Cham

4.2.5 An Unbranded Phone: No Company Logo

In contrast with most mobile phone vendors, the Stonex One team decided to introduce a phone without the logo of the start-up , i.e., Stonex One, while decided to engrave the name of the limited edition on the back of the phone body: “We decided to be the first technology company in the world to produce a completely unbranded smartphone. We did not need to put our logo on the smartphone body, because we want those who purchase the Stonex One to be our biggest advertising.” In fact, the team admitted that in order to make the phone recognizable, on the form factor, there was little to do, so they focused on color, blue Klein, and the absence of the brand on the phone, “the only way to let the user really feel that he/she is the owner of the object in his/her hands.” Instead of putting the firm logo or name on the phone body, they decided to engrave just a different hashtag for each edition, with the name of Italians who have made history. “We start with #Galileo.”

The idea of the start-up was to sell a series of limited editions, one limited edition per flash sale, each edition entitled with a name of a famous figure in Italian history, and the limited edition name decided by the community of “breakers,” those people registered on the Stonex One Web site. The first limited edition was called #Galileo, the second one #DaVinci, and the last one #Dante.

At the beginning of May 2015, the Stonex One team announced also that 10,000 pieces of the first limited edition were produced.

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