/ Technology

Battle of the mobiles – simple versus smart phones

Apple and Doro sell very different mobile phones, but our latest customer satisfaction survey suggests they’re two of your favourite tech brands. Do you prefer easy-to-use mobiles or the latest smartphone?

We published the results of our latest tech brands in this months Which? magazine. The results show that there’s not always a strict rule as to which brands top your list of favourites.

Happily technology brands are pretty reliable – most in our survey got top marks for standing the test of time. Where things get a bit more interesting are in which brands you like living with the most – there was much more variation in how satisfied you are with them.

So what leads to technology brands reaching the heady heights of customer satisfaction? Is it brands that offer all the latest bells and whistles? Or could it be that your favourite brands offer ease-of-use and simplicity?

Simple mobiles versus feature-packed smartphones

Well the head-to-head between Apple and Doro in our survey’s mobile phone category was one of the stand-outs. They came out as the top two favourite mobile brands in our survey of 9,324 Which? members, but they offer very different products.

Apple’s iPhone has pretty much set the standard for smartphones ever since its original handset back in 2007. I certainly think it’s the one piece of technology I simply couldn’t live without. To me, it’s more than just a phone, being my camera, mp3 player, map and more.

In contrast, Doro’s mobile phones go right back to basics. There are no fancy features here. Instead, Doro has focused on making its mobiles easy-to-use, and for those who want nothing more than a device to make calls and send the odd text, Doro’s phones are just perfect. It’s PhoneEasy 610 mobile – which we reviewed as part of a basic phone test – also costs less than a sixth of the cheapest version of the iPhone 4S.

Our survey results show there’s room for both types of product, but which do you prefer? An easy-to-use simple phone, or a smart phone with the latest up-to-the-minute tech?

What type of mobile phone do you prefer?

A basic phone that just calls and texts (40%, 207 Votes)

Something in-between - basic with some 'smart' features (35%, 186 Votes)

A feature-rich smartphone (25%, 131 Votes)

Total Voters: 524

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I want a combination of both.

At present I cannot find a phone that:
a) has a numeric keypad (not a flip out keyboard or pure touchscreen)
b) has google/ovi maps + turn by turn navigation
c) has a music player with expandable memory
d) has Wifi & GPS

The closest I get is a Nokia C3-00 but there is no Wifi or GPS.

I don’t want to carry around a big lump of battery/screen all day. Phones should be no bigger than a pack of ten cigarettes and I just can’t find a new one with all the features I need. Some old Sony Ericssons had all this but you had to use their idioticaly useless own headphones.

If anyone at Which? can point me in the right direction that would be ace 🙂


Hi Dean, this recommendation doesn’t come from Which?, but from me personally!

Have you ever considered something like a BlackBerry Curve 9320? It has a keyboard, has GPS, WiFi and 3G, you can download BlackBerry Maps for free to get turn-based navigation instructions (although it’s generally thought that it’s not as good as Google Maps), you can play music on it and it has an expandable memory. It hasn’t had a full review yet but you can have a look here:



Thanks Jennifer

Unfortunately Blackberrys are too bulky my fingers are too stubby for the keys! 🙂

Need a smartphone with a numeric keypad so I can do everything with one hand. For me the whole convenience about putting all these features in a phone means that you should still be able to operate it with one hand, like a phone, not a computer.


I’ve had a further look at blackberry and I’ve found it!

It’s a blackberry pearl with a normal keypad. However, the phones have been discontinued 🙁


A simple PAYG phone with a long battery life is all I need, though maybe a spare battery would be handy if I don’t get round to charging it at the weekend. I’m rarely far away from my laptop or iPad, so I don’t need a fancy phone.on a contract that might go up in price.


For all it’s foibles my smart phone is very handy, but if I really need to make sure that I can either take or make a call a basic PAYG phone always goes with me.


For walking and emergency use I want a simple robust phone with B&W screen which I can easily read in bright sunlight or rain without glasses and select from a few phone numbers and good battery life.

For travelling I find my wife’s Galaxy Note brilliant , phone + netbook combined.


Ohh, I’m jealous! I had my eye on the Samsung Galaxy Note myself, but changed my mind simply because of the size. I ended up getting a Samsung Galaxy SII and got an iPad as well (a little indulgent perhaps!)

par ailleurs says:
19 June 2012

I resisted changing up to a smartphone for ages. I recently changed and am now utterly hooked. How handy are these things? Very!
The only downside is of course, battery life. 1-2 days and it’s done for but then it is quite a powerful mini computer with a phone facility when you consider it.