By Yuki Noguchi, The Post
Published on 12/10/2006 in Business » Business National
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Diamonds on a cell phone are a girl's best friend. Hence, “bling kits” of adhesive crystals to adorn phones. And T-Mobile, which swiftly sold out of its $400 Juicy Couture bejeweled pink phones, now has a limited-edition cell phone line designed by Diane von Furstenberg.
Gucci bag? No, thank you. This year it's about the Dolce & Gabbana Motorola V3i, a $400 gold-colored phone so gilded and so thin it evokes a supermodel.
Companies are trying to get technology in touch with its inner fashionista, marketing to the fairer sex by tickling women with pink and smaller, lighter and easier-to-use phones and other devices that speak to a more feminine sensibility.
The upshot: Women, who have historically wielded serious power of the purse as consumers, are now buying all kinds of technology for their families and themselves, outspending their male counterparts 3 to 2, according to the Consumer Electronics Association.
Today's prototypical girl-techie might look like Natavia Vineyard, 19, who wants her technology to cut a stylish and up-to-the-minute profile.
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Today's prototypical girl-techie might look like Natavia Vineyard, 19, of Lanham, Md., who wants her technology to cut a stylish and up-to-the-minute profile. “I always have all the new phones,” she says. “I try to keep it looking feminine."
by Linda Davidson
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“I always have all the new phones,” said the Lanham, Md., resident, who last month traded in an older flip phone for a new Sony Walkman phone. The features — built-in media player, radio and video camera — appealed to her. But the black color didn't. So she decked it out in faux diamonds. “I try to keep it looking feminine,” she said.
It's not a sexist stereotype; women have different preferences, according to a CEA study released this year. Men prefer to watch their high-definition TVs, while women more frequently use their cell phones and portable games.
“Women come to the table with a different sensibility when they talk about technology,” said Pat Houston, general manager of Yahoo Tech. They think less about the technology itself, and more how it fits with their life, he said. “I would argue it's the new gold standard — it really is a more mainstream sensibility.”
The Nintendo Wii, one of the game systems flying off the shelves this season, was designed in part to appeal to women. “It's a reflection of a change in our corporate strategy a few years ago,” when the company faced a diminishing audience for its games in Japan, and decided to reach beyond the young male demographic it had targeted, said George Harrison, senior vice president of marketing for Nintendo of America.
Gaming systems have become loaded with buttons and joysticks, so Nintendo tried to simplify by adding a touch screen to its DS system. With the Wii, it added motion sensors so controllers could be swung like a tennis racket or rotated like a steering wheel to simulate real action.
The result: Nintendo's DS system, released two years ago, garnered a 30 percent female audience, up from 5 percent for its older Game Boy machines.
Many manufacturers are also becoming more sophisticated about how they communicate with women.
Motorola, for example, recently developed a list of what women want — including keyboards with long-fingernail clearance, surfaces that don't rub or trap makeup and features that make it easier to find a device in a purse — and is trying to incorporate the items into products.
“You're starting to see women embrace technology and you're starting to see the market talk to them,” said Robin Raskin, a Yahoo Tech blogger who has written books about parenting and technology. “In the early stage that meant talking to us in red and pink.”
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