General characteristics and structure of the international market of smartphones 


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General characteristics and structure of the international market of smartphones



Coursework

On discipline

«International Management»

Marketing research of international smartphones market

 

Performed by:

Student of group № 2/5502

3rd year

Bushkovskey Philipp

Leader:

Ph.D. in Economics

Decent Grishchenko T.Y.

 

Saint-Petersburg

Сontent

1. General characteristics and structure of the international market of smartphones 3

1.1. Smartphone definition. 3

1.2. Main smartphones producers and main operating systems. 6

1.3. Features of demand and specifics of the offer in the international market of smartphones. 13

2. Assessment of an environment of the concrete international market 15

2.1. Market scale. 15

2.2. Price level. 16

2.3. Dynamics of the market and competitive situation. 17

3. Segmentation of the concrete international market 23

4. Analysis of marketing strategy of the companies. 26

4.1. Marketing strategy of Apple. 26

4.2. Marketing strategy of Samsung. 27

4.3. Marketing strategy of Huawei. 29

5. Tendencies of development of the concrete international market 30

Conclusion. 35

Attachment 39

References. 49

 

 

General characteristics and structure of the international market of smartphones

To conduct market research of the international market of smartphones and to speak about various aspects of the international market of this branch, for a start it is necessary to answer the simplest questions: what is the smartphone, and than it differs from ordinary phone and a communicator. Also it is necessary to allocate the main producers of smartphones, and the main operating systems. It is necessary to define features of demand and specifics of the offer in the international market of smartphones.

Smartphone definition.

So what is smartphone and what are differences are between smartphone communicator and telepnone? The smartphone — the mobile phone added with functionality of the pocket personal computer.

Communicator — the pocket personal computer added with functionality of the mobile phone.

Though in mobile phones practically always there were additional functions (the calculator, a calendar), were issued over time more and more intellectual models, for underlining of the increased functionality and computing power of such models entered the term "smartphone". During an era of growth of PDA popularity, there were appeared more and more PDA with functions of the mobile, such devices were called communicators. Now division into smartphones and communicators is not actually.

Smartphones differ from ordinary mobile phones existence of rather developed operating system open for development of the software by third-party developers (the operating system of ordinary mobile phones is closed for third-party developers). Installation of additional appendices allows to improve considerably functionality of smartphones in comparison with ordinary mobile phones.

Existence of a full-function operating system does smartphones and communicators more attractive in the opinion of the majority of users. Modern phones (models of average price category above) perfectly cope with many tasks which are beyond the telephone: work with e-mail, viewing of text documents and spreadsheets, work with the scheduler of tasks and many others. Expansion of functionality of phones possibly at the expense of J2ME-programs which are supported practically by all mobile phones, smartphones and communicators. The screen of a number of mobile phones is not inferior to the majority of the smartphones, many models are equipped with the socket for a memory card.

It is important to note that the programs written specially for an operating system of the smartphone or a communicator, are the full-fledged sequences of low-level microprocessor teams compiled in a binary code. Customized applications use resources of the processor more rationally and, as a rule, "universal" J2ME-programs possess bigger functionality, than. However for the majority of users this circumstance is not the main criterion of a choice. Smartphones move ahead producers at the expense of other factors, such as the advanced multimedia functions (the better chamber, expanded possibilities of reproduction of the video files, the improved musical abilities), Wi-Fi, GPS, etc.

Now there is no accurate differentiation between smartphones and communicators as functionality of both classes of devices is approximately identical. Various experts and producers differently treat these terms. "historical approach" which consists in the following is often applied so-called: if the device conducts the family tree from a PDA — that is a communicator and if from mobile phones — that is the smartphone. Within this approach communicators usually are meant as devices with the touch screen (it can be added with the keyboard), working under control of an operating system of Apple iOS, Windows Phone, Open webOS or Android. Devices about Windows Mobile using for input of information QWERTY-is exclusive and/or the digital keyboard (analog telephone), are called as smartphones. The majority of devices under control of Symbian OS traditionally refer to smartphones (except for Nokia of series 9xxx, Nokia E90 and some other). In other cases positioning of the device depends on the producer.

Also the part of experts divides communicators and smartphones respectively existence or lack of full-size (QWERTY) of the keyboard (virtual or physical).

At the beginning of the 2000th border between smartphones and communicators it was more expressed. The first communicators actually were a PDA with the additional GSM module. They did not differ from a PDA the size (a diagonal of the screen 3,5 — 4 inches, permission 320×240), is powerful, and additional telephone functions promoted rise in price of the device and reduced time of autonomous work. Smartphones, in turn, differed from phones a little, the size of the screen and its permission were low, and functionality did not hold out to a PDA. The Nokia company, advancing the smartphones, the main emphasis placed on design, game and multimedia opportunities, etc., without focusing attention on intellectuality of devices. However eventually the products called by smartphones and communicators, approached. The sizes of communicators decreased, and telephone functions came to the forefront. The sizes of smartphones on the contrary, increased, and functionality reached the PDA level.

The next stage of development of smartphones began after successful entry into the market of the iPhone mobile phone from Apple firm. The operating system of this device positioned as the smartphone, was cut functionally down for marketing reasons. So, possibility of installation of programs of third-party producers was limited, there were restrictions regarding multitasking. Nevertheless, thanks to successful design and competent policy of advance, this device became the fashion-maker and established new standards for keyboardless devices. If in the middle of the 2000th years the sizes of the screen of the majority of communicators and smartphones made 2,4-2,8 inches with the permission 320×240 points, the screen 3-5" with the permission 480×320 (iPhone, Android), 800×480 (Android), 640×360 (S60v5, Symbian ³), 960×640 (iPhone 4/4S, Android), 1280×720 (Android) now became typical.

Market scale

According to the statistics of DRAMeXchange (division of research firm TrendForce), in the first quarter 2013 of delivery of smartphones to the world market made 216,4 million units that is 9,4% more in comparison with a final quarter of last year. Experts note that release of smartphones quarterly grew since the beginning in 2012, despite influence of a seasonal factor. It speaks about a great demand on smartphones.

 

Leadership in the world market of smartphones the Samsung Electronics company from shares holds about 30%. The South Korean giant shipped 65 million devices whereas the closest persecutor of Apple prepared 37,5 million iPhone for sale. It allowed the Californian giant to receive a 17,3 percent share in the first quarter 2013, having reduced the indicator by 1,2 percentage points (items) concerning result of quarter prescription.

About terms of emergence of the new iPhone version while it it is officially not known whereas competitors of Samsung, HTC, to Sony and some other already presented the flagman devices therefore, most likely, Apple presence in the market will decrease in the second quarter of 2013.

 

The third largest producer of smartphones is the HTC company which far lagged behind leaders. The share of the Taiwan vendor in the total amount of the market of smartphones made 4,4%. Further there is Nokia (4,3%), Huawei (4%), Lenovo (3,9%), Sony (3,8%), ZTE (3,7%) and LG (3,6%).


Analysts of IDC yet did not sum up in the market of smartphones for the first quarter. According to experts for the fourth quarter 2012, demand for devices in annual calculation grew by 36,4% - with 160,8 to 219,4 million pieces. Their share in the lump of the sold cellular devices made 45,5%. In a year 545,2 million smartphones that is 10,1% more, than in 2011 were realized.

 

Experts of Gartner counted 207,7 million released smartphones in the fourth quarter 2012 that for 38,3% exceeds an indicator of the similar period of last year. It is reported that more than a half of the market of smartphones is supervised by two companies: Apple and Samsung. In the fourth quarter 2012 they sold 52% from total of smartphones, in the third quarter 46,4% of a share of the market fell to their share.

Price level.

Consumers of the market are ready to give for the smartphone 10,5 thousand rubles, such is the average price of popular models of phones in retail. In three quarters 2012 the average cost of "clever" phones decreased by only 2%. The turn of retailers in this segment of the market grew more than twice in comparison with the similar period of 2011, to 84,5 billion rubles.

Essential falling of the average check for smartphones was observed in the second quarter 2010, but in the 2011th reduction of prices was slowed down, and last year the average price of the smartphone practically was all the time at one level. In nine months 2012 the average cost of smartphones decreased only by 2%, to 10,5 thousand rubles against 10,7 thousand year before.

That demand for smartphones did not decrease, producers try to make them more available. As a result all mobile phones are more expensive than 5 thousand rubles — it to some extent smartphones. However you should not think that in this regard demand for bonus smartphones falls: sales of devices are more expensive than 25 thousand rubles this year grew more than twice.

In the world report for the third quarter the average check for the smartphone also made 10,5 thousand rubles. In each separate price segment of the market decrease in the average price of sold models is observed. Thus in the market as a whole the average check grew at the expense of growth of popularity of phones in price group from 8 thousand to 12 thousand rub.

But smartphones yet did not reach a threshold at minimum price. In the third quarter 2012 for the first time there were models cheaper than 3 thousand rubles — 1% of sales fell on such devices in category 1,5 — 3 thousand rubles. While among the total amount of smartphones the share of such devices is insignificant, however more at the expense of such offers the market will grow further.

Attachment

Picture 1

Picture 2

Picture 3

Comments: Android OS share in the market of the USA for the first time in 2012 began to fall. In 2013 this tendency with some delay will start being shown and in other markets. Strategy Analytics data

Picture 4

Comments: 68,2% of operating profit of the global market of smartphones are the share of two companies – Apple and Samsung. Strategy Analytics data

Picture 5

Comments: Indicator of operational revenue from each sold device for various vendors for the end of 2012. Strategy Analytics data

Picture 6

Comments: All perspective zones of growth of the market of smartphones lie in developing states. Strategy Analytics data

Picture 7

Comments: "Fight for LTE" is lost to two leaders – Apple and Samsung. Vendors need to take the following step – to start to develop LTE-Advanced. Strategy Analytics data

Picture 8

Comments: The most perspective spheres of use of the NFC technology at the expense of which growth of its ecosystem is expected soon. Strategy Analytics data

Picture 9

Comments: Strong and weaknesses of possible alternatives of Android OS. Strategy Analytics data

Picture 10

Comments: Evolution of the market of smartphones for the last seven years. Strategy Analytics data

Picture 11

Comments: The most significant trends in the field of components for the market of smartphones of 2013. Strategy Analytics data

Picture 12

Comments: Distribution of shares on mobile OS in the corporate and mass markets of smartphones for the end of 2012. Strategy Analytics data

References

1. http://www.strategyanalytics.com/

2. http://en.wikipedia.org/wiki/Main_Page

3. http://www.mobileworldcongress.com/

4. http://www.apple.com/

5. http://www.samsung.com/

6. http://www.huawei.com/ru/

7. http://www.digitimes.com/

8. http://www.idc.com/

Coursework

On discipline

«International Management»

Marketing research of international smartphones market

 

Performed by:

Student of group № 2/5502

3rd year

Bushkovskey Philipp

Leader:

Ph.D. in Economics

Decent Grishchenko T.Y.

 

Saint-Petersburg

Сontent

1. General characteristics and structure of the international market of smartphones 3

1.1. Smartphone definition. 3

1.2. Main smartphones producers and main operating systems. 6

1.3. Features of demand and specifics of the offer in the international market of smartphones. 13

2. Assessment of an environment of the concrete international market 15

2.1. Market scale. 15

2.2. Price level. 16

2.3. Dynamics of the market and competitive situation. 17

3. Segmentation of the concrete international market 23

4. Analysis of marketing strategy of the companies. 26

4.1. Marketing strategy of Apple. 26

4.2. Marketing strategy of Samsung. 27

4.3. Marketing strategy of Huawei. 29

5. Tendencies of development of the concrete international market 30

Conclusion. 35

Attachment 39

References. 49

 

 

General characteristics and structure of the international market of smartphones

To conduct market research of the international market of smartphones and to speak about various aspects of the international market of this branch, for a start it is necessary to answer the simplest questions: what is the smartphone, and than it differs from ordinary phone and a communicator. Also it is necessary to allocate the main producers of smartphones, and the main operating systems. It is necessary to define features of demand and specifics of the offer in the international market of smartphones.

Smartphone definition.

So what is smartphone and what are differences are between smartphone communicator and telepnone? The smartphone — the mobile phone added with functionality of the pocket personal computer.

Communicator — the pocket personal computer added with functionality of the mobile phone.

Though in mobile phones practically always there were additional functions (the calculator, a calendar), were issued over time more and more intellectual models, for underlining of the increased functionality and computing power of such models entered the term "smartphone". During an era of growth of PDA popularity, there were appeared more and more PDA with functions of the mobile, such devices were called communicators. Now division into smartphones and communicators is not actually.

Smartphones differ from ordinary mobile phones existence of rather developed operating system open for development of the software by third-party developers (the operating system of ordinary mobile phones is closed for third-party developers). Installation of additional appendices allows to improve considerably functionality of smartphones in comparison with ordinary mobile phones.

Existence of a full-function operating system does smartphones and communicators more attractive in the opinion of the majority of users. Modern phones (models of average price category above) perfectly cope with many tasks which are beyond the telephone: work with e-mail, viewing of text documents and spreadsheets, work with the scheduler of tasks and many others. Expansion of functionality of phones possibly at the expense of J2ME-programs which are supported practically by all mobile phones, smartphones and communicators. The screen of a number of mobile phones is not inferior to the majority of the smartphones, many models are equipped with the socket for a memory card.

It is important to note that the programs written specially for an operating system of the smartphone or a communicator, are the full-fledged sequences of low-level microprocessor teams compiled in a binary code. Customized applications use resources of the processor more rationally and, as a rule, "universal" J2ME-programs possess bigger functionality, than. However for the majority of users this circumstance is not the main criterion of a choice. Smartphones move ahead producers at the expense of other factors, such as the advanced multimedia functions (the better chamber, expanded possibilities of reproduction of the video files, the improved musical abilities), Wi-Fi, GPS, etc.

Now there is no accurate differentiation between smartphones and communicators as functionality of both classes of devices is approximately identical. Various experts and producers differently treat these terms. "historical approach" which consists in the following is often applied so-called: if the device conducts the family tree from a PDA — that is a communicator and if from mobile phones — that is the smartphone. Within this approach communicators usually are meant as devices with the touch screen (it can be added with the keyboard), working under control of an operating system of Apple iOS, Windows Phone, Open webOS or Android. Devices about Windows Mobile using for input of information QWERTY-is exclusive and/or the digital keyboard (analog telephone), are called as smartphones. The majority of devices under control of Symbian OS traditionally refer to smartphones (except for Nokia of series 9xxx, Nokia E90 and some other). In other cases positioning of the device depends on the producer.

Also the part of experts divides communicators and smartphones respectively existence or lack of full-size (QWERTY) of the keyboard (virtual or physical).

At the beginning of the 2000th border between smartphones and communicators it was more expressed. The first communicators actually were a PDA with the additional GSM module. They did not differ from a PDA the size (a diagonal of the screen 3,5 — 4 inches, permission 320×240), is powerful, and additional telephone functions promoted rise in price of the device and reduced time of autonomous work. Smartphones, in turn, differed from phones a little, the size of the screen and its permission were low, and functionality did not hold out to a PDA. The Nokia company, advancing the smartphones, the main emphasis placed on design, game and multimedia opportunities, etc., without focusing attention on intellectuality of devices. However eventually the products called by smartphones and communicators, approached. The sizes of communicators decreased, and telephone functions came to the forefront. The sizes of smartphones on the contrary, increased, and functionality reached the PDA level.

The next stage of development of smartphones began after successful entry into the market of the iPhone mobile phone from Apple firm. The operating system of this device positioned as the smartphone, was cut functionally down for marketing reasons. So, possibility of installation of programs of third-party producers was limited, there were restrictions regarding multitasking. Nevertheless, thanks to successful design and competent policy of advance, this device became the fashion-maker and established new standards for keyboardless devices. If in the middle of the 2000th years the sizes of the screen of the majority of communicators and smartphones made 2,4-2,8 inches with the permission 320×240 points, the screen 3-5" with the permission 480×320 (iPhone, Android), 800×480 (Android), 640×360 (S60v5, Symbian ³), 960×640 (iPhone 4/4S, Android), 1280×720 (Android) now became typical.



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