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.
"Just over two years ago, we secretly set up a company to (really) see if there was a business case,"8 said Litchfield in 2002. The existence of Vertu was finally revealed in Paris, the center of high fashion, in January 2002. The first Vertu phone, the Signature was launched the same year (Refer Exhibit I for a photograph of the Vertu Signature).
The keys were made of precision engineered stainless steel and were set on jewel bearings. "Underneath each of these keys is a ruby bearing. The customer can press these keys over five million times and still get the same consistent, positive response. If you take an ordinary mobile phone, once you get beyond half a million key presses, you will start to find some problems," 9 said Litchfield...
7] Aloysius Choong, "Platinum luxury phones have
'no competition'," www.zdnet.co.uk, March 22, 2002.
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