But while their rationales might be different, both companies are providing more value to their users by focusing on differentiation via software and services rather than trying to make over user interfaces.

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" However, he said, "the global smartphone industry has now become hypercompetitive, so any differentiation on specs or services for the S 4 is likely to last only a few months or a year at best before it is benchmarked by rivals.

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But while technology would seem to make competitive differentiation within the airport more difficult, it is simultaneously increasing the scope for differentiation in the air, through the provision of ever more elaborate in-flight services.

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