The Battle for my Handbag

2085942 — Wed, 01 Oct 2008 08:10:00 GMT

Nintendo's new DS will feature a camera, possibly a bigger pair of screens (both of which will be touch-sensitive) and a slightly improved WiFi system. I'd expect at least one surprise – my bet will be some kind of motion-sensor.

Naturally some people will be disappointed that the platform's features will still be low-end or that it does not include a free magic-pony, but its hard to please everyone. Nintendo have always been very good at incremental updates. This will be another money-maker.

The real question I have is not whether people will buy it, but whether people will carry it – the electronics market is flooded with pocket-sized devices.

And the more interesting question is what would you leave behind in order to take you DS with you? Would you leave behind your digital camera because Nintendo have built one into the DS? If the new DS had a good enough web-browser might you leave behind your laptop? What's the hierarchy of technologies for your handbag?

Ultimately it comes down to who your competition is. Whilst most brands look to their immediate competition, the woman on the street does not view her competition by category. Nintendo will be competing with the obvious rival Sony but will also be competing with everything in a women's handbag: Keys, Digi-cam, Purses, Phones, Laptops, Music-Players, Sunglasses and make-up.

Jan Chipchase has done some interesting work in this area. Keys, cash and mobile phone are considered essentials irrespective of culture and gender. Keys and money provide access to shelter, food and warmth whilst the phone enables convenient communication with someone who can provide access to these. Forgetting these when shifting to one situation to the other is the most critical thing for most people.

I often pick up my overfilled handbag and leave stuff out and my DS is usually the one that gets eliminated first. Then in order: my Bluetooth headset, my mini laptop, camera, paper notebook, any baby toys/dummies and finally paracetamol. My phone, purse and make-up (vain I know) are the things I take everywhere.

Whilst Nokia and Apple have been banking on the importance the phone hence turning it into a hand held gaming platform, there's an interesting piece of work to be done understanding which items women are prepared to be loyal to and those they are prepared to abandon.

As we begin the quest for loyalty beyond reason, the battle of the handbags begins.

What's in your handbag and what's your handbag hierarchy?

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The Battle for my Handbag