The idea of a mobile phone had to be thrown entirely out and reconstructed from the ground up. At the time of foundation, Nokia had the largest market share and primarily defined the mobile cellphone experience. Instead of being a relatively inexpensive device geared at making phone calls, Frank had to create compelling features that justified a higher price point. With a firm grasp on the technological roadmap, the team in Hampshire, England went to work. The focus was simple, create a “…quality of the experience is found on each of the layers from the point of sale to using the Vertu Concierge (Dexigner 2007).” Mobile phones were no longer simply called phones, they became instruments. ““Sometimes even I slip up and call it a phone,” says Frank Nuovo, 41, a founder of Vertu Mobile and its creative director, after he greets me in the client suite. “Yes, in its core functionality, it is a phone. But once you understand the experience, you’ll see that it is — well, obviously, an instrument (Levine 2002).”” The redefinition was an attempt to refocus and differentiate devices as a means of surpassing the mere technology, especially with the exclusive services provided. Frank understood that the merits of trying to compete with featuresets of practical technological development would be a losing proposition, rather crafting a timeless and persistent companion that could even accompany another normal or newer device.

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