Veer Should Be Positioned As 'VW Beetle of Smarpthones'

Might the compact HP/Palm Veer be the OEM's comeback handset? It certainly could be but might not turn out to be in actuality if improperly positioned and marketed.

The HP Veer was previewed last year and availability was announced this morning. The handset will be exclusive to AT&T and out May 15. It will cost $99 with a two-year contract. There's both a white (pictured) and a black version. 

Though AT&T is the largest US carrier exclusivity might be the first mistake. A limited period of exclusivity is OK but prolonged exclusivity will hurt the handset's chances with consumers. 

Screen shot 2011-05-04 at 11.07.06 AM

White is good, but a rainbow of colors would have been better and made the phone a more distinctive product.

Another black smartphone, only distinguished by its size, is not going to sell a ton. But a "cute" smartphone that comes in blue, yellow, pink, green, etc. has a better shot. 

This phone should be positioned as the "VW Beetle of smartphones." The campaign surrounding it should be about individuality, fun and personal style (kind of like Apple products). However I'm not sure that a company like HP thinks that way.