SOURCE: Ensquared Holdings LLC

Ensquared Holdings LLC

February 07, 2013 12:13 ET

Ensquared Reports Android Phone Insurance Overshadows iPhone Insurance

FORT LAUDERDALE, FL--(Marketwire - Feb 7, 2013) -  Ensquared, the number one authority for Phone and Tablet insurance on the Internet, has reported that during 2012 its customers purchased four times more Android Phone Insurance than iPhone Insurance.

During the 4th quarter of 2012 there was huge pent-up expectation for the much awaited iPhone 5 device. The hype rippled through to the Smartphone Insurance industry where forecasts and predictions estimated that the iPhone 5 was going to be a home-run sell-out. Soon after its launch the iPhone 5 translated into an absolute disappointment. Consumer demand dissipated because of the lack of real technical innovation and complaints about the very poor battery life. Both factors buckled iPhone momentum.

Despite Apple's usually successful marketing tactics (designed around controlling supply to suppress demand), things never went according to plan. Moreover, Apple released an unlocked version iPhone for outright sale -- and again the take-up was nothing earth-shattering.

"More and more folks out there are starting to get fed up with the Apple lock-in and controlled ecosystem -- people want freedom and choice; this is why Android is now the new king of the smartphone castle," said Gordon Polovin, CEO of Ensquared. "We are amazed at just how many people are purchasing Android devices of all flavors."

The good news for Phone Insurance underwriters is that Android devices are cheaper to repair and replace since the hardware prices don't carry a premium built in by Apple. This translates into more affordable phone insurance for Android owners.

Ensquared Phone Insurance starts at $58.99 for one year and covers Lost, Stolen, Mechanical Failure and Accidental Damage incidents. Ensquared Phone Insurance allows customers to insure their device for a period of 90 days from purchase.

From Ensquared's 2012 sales data it is very clear that consumers are not after the device that commands the most profit in the industry. They are drawn strongly to an open platform, freedom of choice and value for money. The once invincible Apple is now under serious attack from all sides, not only from Android; it also faces a charge from Nokia powered by Microsoft Mobile and the comeback of BlackBerry.

Ensquared is a BBB-rated company offering insurance underwritten by Starr Indemnity & Liability Company. Starr Indemnity has an A.M. Best financial strength rating of A (Excellent). Global Warranty Group services all claims made through Ensquared. Follow Ensquared on Twitter @ensquared.