• Good looks. It’s not a sexist assumption: women do have a better-developed sense of style and shape than men
• Hand appeal. The phone has to work comfortably for the female hand, smaller than the male. The knock-on effect is that keys for instance can also be smaller and neater.
• Feature set. Texting is as important as voice calling; for some users, MMS and video will also appeal (so 3G is a good selling point). A snapshot camera and music player are less critical; full functionality on the camera and top-quality audio rate even lower. Email, web and organiser functions will be relevant only to business users without some extra selling.
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