| 7. Product Characteristics:
In the cell phone industry, the products and services are highly standardized. In the past, the products differentiated in cell phones and services. Today, with more technology enhancement, the products in different companies are essentially similar. Since this is a cell phone industry, there is a maximum amount of products and services that consumers can choose from. Yet, consumers do not want to purchase cell phones at a higher price value unless the companies are able to make it attractive.
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