In general, smartphones refer to mobile phones that use open operating systems, and third-party developers can develop and provide users with a variety of business and applications based on the API interfaces provided by this type of operating system. On the basis of maintaining the portability of your mobile phone, smartphones provide users with a display screen that is much greater than the general mobile phone, but also provides a broad stage for software developers and content / service providers, and users can get rich. Mobile data services, such as the browsing of various format files based on wireless data communication, downloads of the application, and the transmission and reception of E-mail. At present, the traditional mobile communication voice service has been growing enough. Individual users have become more and more demanding for rich mobile data applications, mobile phone integration functions, which has a traditional voice communication function, but also has powerful Smartphones for information processing functions provide a good "soil" required for development. On the one hand, smartphones are combined with computer features and personal consumer electronic product functions, making them a hand in personal entertainment and business applications; on the other hand, the market has also given a huge development space of smartphones, smartphones The development phase of market expansion is being entered.
From "Start" to "expansion" leap
At present, the penetration rate of smartphones is only 9%, with huge market space. The latest research report of China Research Company in-Stat / MDR said that under better quality, lower prices and other factors that drive growth and meet demand, smartphone shipments in the next five years There will be a significant growth, and the mixed annual growth rate will reach 44%. With the gradual formation of the smartphone market and the realization of scale effects, the size of smartphones will become smaller and smaller, and the price of some products has also begun to decline, and smartphones will constantly integrate voice, email and personal information manager. The type of product will also be increasing. These factors will provide a broad space for smartphones and work together to drive the sales of smartphone sales.
Smartphones have realized truly integration between communication, computer and Internet. The smartphone starts from the initial market income, and the development phase of the market expansion is finally matured. It is generally believed that since 2002, smartphones entered the initial starting phase. At this stage, smartphone manufacturers have gradually have technical strength and research and development strength through the mastery of technology. At the same time, they also take the promotion tasks and let users fully understand smartphones. After the preliminary cultivation of this stage, consumers have been excavated by the demand for smartphones, and market demand has become the main factor in driving smartphones, and the smartphone market began to form.
After experiencing the initial development, the smartphone market has entered a growth stage, achieving a leap in development, "market expansion" has also become the main melody in this period. The improvement of performance and the decline in price will bring a breakthrough growth in sales of smartphones. Nova believes that in 2004 to 2008, smartphones will have a steady and growing development. In this market expansion phase, smartphone manufacturers are mainly committed to cultivating consumer markets, cultivating consumer usage habits, and full recognition of smartphones. It is especially important that smartphone manufacturers must put many energy to explore new marketing modes. This is because from the current situation, smartphones are getting stronger, more and more complete features are generally related to the complicated menu operation, and the parameter settings are closely linked. At the same time, consumers can only feel the rich functions and applications of their own and support by practical use of smartphones. This correspondingly causing an embarrassing situation: On the one hand, smartphones are meeting the needs of growing general users and personalized demand, and users can entertain and work anytime, anywhere; on the other hand, despite smart phones to provide rich Applications, but users generally do not have sufficient patience through reading a thick instruction manual, introducing information, etc. to achieve sensibility. In order to solve the above problems, the design of the smartphone itself should be friendly and easy to use the direction of the effort to continue to improve. In terms of marketing, different from traditional mobile phones, "user experience" becomes an important part of smartphone sales. Only by "user experience", powerful business functions of smartphones, entertainment applications can get the most intuitive embodiment. And "user experience" concept should be implemented and implemented in the pre-sale, sales and after-sales links of smartphones, thus effectively move towards the final consumers. From 2008 to 2010, the smartphone market will eventually mature on the basis of further development. At this stage, a large number of traditional IT vendors, smartphone manufacturers, and operating system manufacturers will emerge in the market competition. The fierce market competition will greatly drive the market's advancement while eliminating weak vendors, and ultimately forms a relatively stable situation. From now on, although there is still some obstacles to the development of its development, for example, the price is too high, the volume is too large, the lack of 3G network support, the battery life is short and there is a safety hazard, but through technology Advances and the continuous efforts of vendors, the above issues will be resolved, and smartphones will have a good future.
China Market Competitive Pattern Analysis
The research report from Shuimu Tsinghua believes that by the first half of 2004, in the first half of 2004, the Chinese market sold 1.98 million smartphones. Among them, the sales volume of smartphones in the second half of 2003 was 250,000. The sales volume in the first half of 2004 was 1.73 million, and the difference between the two reached 1.48 million. Idc's forecasting believes that the sales of smartphones in 2004 will increase by 130% from 2003, while the China market will increase much higher than this prediction. It can be seen that with the increase in smartphone, the increase in performance, the performance is improved, the price decline, the improvement of user purchasing power, China's smartphone market will get a leaping development in 2004.
In China's smartphone market, from the first half of 2004 to the first half of 2004, in the first half of the model, Motorola's A760, A768 and Nokia's 6600 occupied the top three mobile phone sales rankings, three mobile phone Sales exceed 70% of the entire market. In terms of manufacturers, Motorola is top, and a total of 990,000 smartphones have been sold. Nokia immediately followed, sales reached 530,000. In addition, companies such as Sony Ericsson, Dopod, and Lenovo have occupied the rest of the market share. In terms of sales revenue, Motorola won 55% of total revenue, higher than the market share of sales, indicating that the smartphones sold by Motorola are high-end products. The situation in Nokia is just the opposite. Throughout the above data, China's smartphone manufacturers will still have to practice internal work, catch up, expect to be able to take advantage of the domestic mobile phone market in the middle of the mobile phone market in 2003 to obtain the half-Wanjiang Mountain in the domestic smartphone market. Combining the market share of smartphones with different styles, the important components of smartphones - operating system - also presents similar competitive patches. Corresponding to the thermal sales of Motorola A760, A768, the Linux operating system has started the attack on mobile phone operating systems from the first half of this year, and has achieved good record. The Linux operating system accounted for nearly 20% of the Symbian operating system market share and some other other operating system market share, which finally has more than 50% of market share. Under the strong attack of the Linux operating system, the Symbian operating system that is in the dominant status is defeated. It is reported that Symbian smartphones from the second half of 2003 to 7.35,000 in the first half of 2004, which matches the 47% market share of Nokia smartphones; as of now, the Windows series operating system currently occupies The market share is still small, with a total of only 7%; in Lenovo and Panda support, the domestic operating system Hopen has also obtained 5% market share. (Yao Chun "People's Postal and Telecinting)
