Vertu Mobile Phones: Luxury Redefined
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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.
The Vertu Ascent Collection, launched in January 2004, was also made of stainless steel, ceramic, sapphire crystal, Liquidmetal alloy, and leather. The collection was inspired by high-performance luxury cars...
The Concierge Service
Every Vertu phone came with a Vertu Concierge. When a person bought a Vertu phone, he/she automatically became entitled to use the concierge service...
Who Buys the Vertu?
Vertu, by virtue of the fact that it was a category creator, faced no competition at first. "That's one of the exciting things -we are creating a new market. The market size will be determined by the sorts of products and services that Vertu offers because we don't believe we have any real competition today,"...
Exhibit I: The Vertu Signature
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