Mobile Advertising Wars: Does Brand Even Matter Anymore?

Mobile brands are fighting on television, on blogs and in retail to gain buzz and market share among consumers. However, perennial powerhouses are now competing with new upstarts and leaders are upgrading their signature handsets on an annual basis to maintain momentum. The signs point to a new order: there are key features that might have more weight with consumers than brand. What is the most important factor in driving smartphone owners’ phone purchase?
To what extent does the operating system play a role in the phone purchase?
How should carriers tailor their marketing to better balance these purchase triggers?