Windows Phone Thoughts: Geekzone Explains the Rationale Behind Operator Branding

"In a previous career at O2 UK, I managed the Xda programme, which included the branding and customisation to give devices a uniquely O2 look and feel, and make it easier for new users to use their equipment... Readers and customers of the operators may be curious to understand what exactly drives an operator to brand a device and add software to 'improve' ease of use – especially for more advanced users who feel they don't need the extra support. I have used the evolution of Xda over the last 4 years as the test subject."

"Operator Branding" is a concept that has been associated to communications devices for years (cellphones, smartphones, PPCPE devices). So what is it? Well, if you bought your communications device through your service carrier (or a partner of that carrier), chances are good that your phone has been modified with carrier-specific software, configurations or in many cases, functionality restrictions (not to mention the glory of seeing your carrier's name everytime you turn on your phone).

For most standard users, this isn't a big deal, but advanced users typically prefer "unbranded" communications devices (check eBay for any GSM phone and you'll soon notice that "unbranded" & "unlocked" are two very popular sales descriptors). In this article, Geekzone gives you the view from the other side (the carrier) as to why they do what they do. Check it out and let us know what you think!