Samsung and Apple have emerged are the new leaders in the mobile industry replacing legacy brands like Nokia, Sony, Motorola and RIM. The growth of smartphone has allowed new players like HTC, ZTE, LG and Huawei to grab a slice of the market as well. But the big question for all brands remains the same: How do you beat Apple and Samsung? This briefing explores the following key questions relevant to handset brands:
1. What should handset brands focus on? Product mix or customer segments?
2. What is the one key factor that drives youth handset purchase and how can brands measure it?
3. What success metric links marketing to profits and can be used to track progress made by handset brands?
21 pages PDF. You will receive an email with a link to download the file upon purchase.
Table of Contents
- Licensing and Copyrights
- In this briefing
- Executive summary
- HTC focused on diversifying its product portfolio instead of nurturing its young Fans
- HTC started losing relevance among youth when Samsung and Apple announced new handsets
- Online consumer interest in HTC dropped by 60% in the 6 months following the launch of iPhone 4S
- HTC has Fans among its existing customers
- First time smartphone buyers prefer an Android phone over other smartphones
- Android handsets can tap the Android Fan community to nurture their own Fans
- Word-of-mouth drives mobile handset purchase
- Fans are responsible for the majority of a mobile brand’s word-of-mouth
- Mobile brands can identify their Fans & measure word-of-mouth using SMART Index
- Motorola’s most vocal Fans are male students
- Motorola can tap the Android developer community to recruit its Fans among male developers
- Sony’s most vocal Fans are female students
- Sony can recruit Fans by empowering female students with skills instead of pink products
- Word-of-mouth measured by SMART Index directly co-relates with industry profit shares
- Company profit shares reveal Apple and Samsung lead the global mobile industry
- Market shares are ineffective metrics to measure success in the mobile handset industry
- Need more insights and data?