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Energizer: Big Announcement, Small Battery – What’s the Shocking Reason?

TechnologyEnergizer: Big Announcement, Small Battery – What's the Shocking Reason?

Energizer, renowned for its focus on long-lasting battery life in smartphones, has made waves at MWC 2024 with its introduction of the Ultimate U660S flip foldable phone. However, this release has sparked curiosity and raised eyebrows due to a noticeable departure from the brand’s signature feature. Despite its competitive pricing and attractive specifications, including Android 14, a 6.6-inch Full HD display, and a MediaTek Helio G99 processor, the device falls short in one crucial aspect: battery capacity. With only a 3,400mAh battery, the Ultimate U660S pales in comparison to its competitors, such as the Samsung Z Flip 4, which boasts a larger 3,700mAh battery. This disparity has led to questions regarding Energizer’s strategic shift towards foldable devices and its decision to compromise on its well-established branding of durable and long-lasting smartphones.

Energizer’s Brand Identity and Focus on Battery Life

Discuss Energizer’s reputation for producing smartphones renowned for their exceptional battery life. Highlight the importance of battery longevity in Energizer’s brand identity and marketing strategy. Provide examples of previous Energizer smartphones known for their endurance and reliability, such as the Hard Case P28K.

Introduction of the Ultimate U660S Flip Foldable

Describe the features and specifications of the Ultimate U660S, including its Android 14 software, 6.6-inch Full HD display, MediaTek Helio G99 processor, and 256GB of storage with 12GB of RAM. Emphasize the affordability of the device, priced at 500 euros (~$550), and its competitive positioning in the market of flip foldable phones. Mention the device’s unique design elements, such as the recycled plastic shell and textured casing.

Battery Discrepancy and Comparison with Competitors

Highlight the critical flaw of the Ultimate U660S: its small 3,400mAh battery capacity. Compare the battery capacity of the Ultimate U660S with that of competitors like the Samsung Z Flip 4, which features a larger 3,700mAh battery. Discuss the potential implications of the smaller battery capacity on the device’s overall performance and user satisfaction, particularly in terms of battery life and longevity.

Consumer Response and Market Impact

Analyze the reaction of consumers and industry experts to the Ultimate U660S’s battery discrepancy and departure from Energizer’s traditional branding. Discuss potential challenges and obstacles the device may face in the market, including consumer skepticism and reluctance to deviate from established brand perceptions. Consider the broader implications for Energizer’s brand reputation and market positioning, particularly in the context of increasing competition in the smartphone industry.


The introduction of the Energizer Ultimate U660S flip foldable phone marks a notable departure from the brand’s established identity and focus on long-lasting battery life. While the device offers competitive specifications and affordability, its small battery capacity raises questions about Energizer’s strategic direction and brand positioning. As consumers and industry experts evaluate the device’s performance and market reception, Energizer faces the challenge of reconciling its reputation for durability and reliability with its foray into the competitive market of flip foldable phones. Only time will tell whether the Ultimate U660S proves to be a successful addition to Energizer’s smartphone lineup or a misstep in its branding strategy.


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