Analyst firm Ovum believes that Apple will need to bring consumers more than just a new iPhone at tonight’s event in order to beat Google and its Android platform.

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Ovum’s claims stem from its new Smart-Vendor Scorecard, which measures the success of companies’ success in the consumer technology industry through a all round assessment of their capabilities and influence over consumers and developers.

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“Without a redesign of the iOS user experience and underlying software platform in the next two years, Apple will find itself in a position similar to Nokia and RIM, which found themselves with out-dated smartphone platforms that needed replacing,” the firm claims. “The analysis behind Ovum’s Smart-Vendor Scorecard suggests that if Apple miss-times this transition it could lose large numbers of consumers along the way.”

“Apple has successfully built the iPhone from a radical new entrant to the must-have smartphone,” said Ovum’s Devices and Platforms leader Adam Leach. “Whilst the company is still reaping the rewards of the brand equality of the iPhone, consumers are notoriously fickle when it comes to buying handsets.”

“Without the continued innovation which we are accustomed to with Apple, the company risks losing consumer appeal,” Leach continued. “The iPhone re-defined the smartphone category in 2007 but it can’t rely on past success to keep its future or rely on litigation to keep its competitors at bay.”

“It has become clear that technology companies need to do more than just announce new versions and updates to existing offerings if they are set on owning every aspect of the consumer’s digital existence. It is therefore imperative for these companies to move outside their traditional areas of expertise; hardware companies have to build up their software and service expertise and vice-versa, or risk leaving the door open to their competitors,” Leach concluded.

According to Ovum, the Scorecard replaces measurements of success such as shipments and revenues with parameters such as device portfolios, software platform assets, developer enablers, and applications, as well as the company’s influence over both developers and end users. The analyst firm believes that this provides “a much more accurate view of the current winners and what to expect next from them.”

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