• Style – The Number One requirement: “It must look good, feel good, be cool”. This is crucial …
  • Personalisation – Girls like the opportunity to make the phone their own. Wallpapers, onboard games, handset ‘jewellery’ and (especially) ringtones all get their vote.
  • Simplicity – At least in terms of the user interface. They like a lot of features and settings to play with, but getting at them must be intuitive and preferably familiar. Few girls want to be thought of as a nerd.
  • MUSIC – Definitely becoming more important. Ease of use matters more than sound quality, though.
  • Camera – An essential now … for fun snaps, opinions on new clothes or shoes, boasting about new boyfriends, and more. Photo quality isn’t so important: this is a point-and-shoot market.
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