Abstract
The idea for the smartphone Stonex One started in mid-2014, from a collaboration between an Italian entrepreneur with a long experience in technology-based industries and a famous Italian disc jockey and anchor. Before its launch, the Stonex One smartphone was advertised as the first high-end smartphone sold in Italy at a “fair” price. With a massive marketing campaign on social networks, Stonex One obtained great visibility among young people. Still, a series of strategy and execution mistakes severely damaged the credibility of the business initiative, irreversibly constraining its growth path. This chapter examines the Stonex One project, from the business idea to the launch of the various releases, as well as the main factors that constrained its survival.
All quotes about Stonex One reported in this chapter were taken from published sources. Sources were originally in Italian and were translated into English.
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Giachetti, C. (2018). Stonex One: A High-End Smartphone at a Fair Price?. In: Smartphone Start-ups. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-319-67973-0_4
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DOI: https://doi.org/10.1007/978-3-319-67973-0_4
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