[Excerpted from a guest post on Ubergizmo the past week.]
With the launch of an Android-based Sidekick and the close of the Danger service, can the brand recover its status as a cultural icon?
The inevitable shuttering of the Danger service earlier this month came and went without a lot of hoopla, providing an inauspicious end for the original T-Mobile Sidekick, the first truly consumer-focused smartphone. The Sidekick name was cleaved from the Danger intellectual property after the acquisition of the company byMicrosoft and the subsequent dissolution of the exclusive distribution agreement that Danger had with T-Mobile.
Earlier this year, T-Mobile, which maintained the rights to only the Sidekick name and the subscriber base, transferred the moniker to an Android-based device produced by Samsung (previous generations were made mostly by Sharp,). Built over eight major releases and six Limited Edition co-branded versions, the Sidekick name lives on as the moniker for a new mobile phone experience, and raises the question – how far can you leverage a brand?
For the rest of the post, click here.