Emerging markets demand changes intelligent mobile phone brand rankings

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According to the prediction of the new intelligent mobile phone market report by market research agency named NPD DisplaySearch, in 2014 the global intelligent mobile phone market will reach nearly 100000000 by year 2018, predicting that intelligent mobile phone will be more than 170,000,000 pieces. Comparing with LCD TV, LCD Monitor, computer Notebook and other products, intelligent mobile phone still has a strong growth momentum. However, according to the latest data discovery, intelligent mobile phone's annual growth rate in 2015 will be lower than 15%, the 2017 annual growth rate will be lower than 10%.

NPD DisplaySearch points out, the developed countries market growth rate has slowed down. While suffering global intelligent mobile phone's slow growth rate, the price has decreased rapidly. Because high end mobile phone shipments are mainly consumed in developed countries. Compared with the developed countries, the average income of emerging market consumers is much lower, but the need to the functional requirement of intelligent mobile phone does not reduce. Intelligent mobile phone in emerging markets has to cater to this trend to make fast move to low price but remain high standard of product specifications of the intelligent mobile phone. The trend makes the leading brand is enduring great pressure on emerging markets.

Samsung and Apple since 2008 has been in a leading position in the intelligent mobile phone market and replace Nokia's position. Other intelligent mobile phone brands follow product specifications and development direction of these two leading brand. However, with the intelligent mobile phone market growth to emerging markets, high specifications intelligent with low-price mobile phone becomes the major trend, Samsung and Apple and other traditional intelligent mobile phone brands are facing the same challenge.

Although Apple does not develop low end mobile phone, but in North America and Western Europe and other markets, it is gradually saturated over. It will be the challenge to Apple that how to use iPhone 4 or 5 series to get into emerging markets while they do not reduce the price so as not to affect the brand reputation. For Samsung, in addition to China market, while in India it also faces challenges from local brands, although these brands are still unable to beat down Samsung. But, local brands can integrate and lower profit of the supply chain management to make a breakthrough in low end intelligent mobile phone market which is greater challenge to Samsung.

As the emerging markets including Chinese and Indian brands, has not formally announced the intelligent mobile phone sales figures, NPD DisplaySearch estimates based on the supply chain like the key components including chips and display production. It predicts that the number of Chinese mobile phone brand will be a very likely to replace Samsung as the Chinese intelligent mobile phone market leading brand in regards of the quantity in the second half of 2014.

Previously, Samsung dominated supply chain with almost all the key components. While Samsung has slowed down in low end intelligent mobile phone, the supply chain will be changed. Although intelligent mobile phone's annual growth rate is lower than before, but the supply chain will be different as Chinese and India brands rising. It is expected that key component manufacturers will therefore be benefit from.

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