Inconsitencies in improving OS

Why do you think big companies like Sony Ericsson, Nokia have managed to loose their strong points in the previous OS version - when they "improve" it ?
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  1. I don't think it has all that much to do with their OS'es, as regardless of improvements, such phones and brands have fallen victim to the IPhone and to a degree, Windows Mobile. Marketing and name recognition are their worst enemy, not so much their own failure to actually improve the OS'es.
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