Table of Contents
Executive Summary
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- Smartphone market slowing down
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- Figure 1: Best- and worst-case forecast for the value of mobile phone sales, 2010-20
- Smartphone ownership flattened out in 2015
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- Figure 2: Ownership of mobile phones, January 2012-December 2015
- Samsung and Apple control over three fifths of smartphone market
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- Figure 3: Manufacturer of smartphone owned, December 2015
- Windows Phone OS challenges market consolidation
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- Figure 4: Operating system of smartphone owned, December 2015
- Phablets set to continue to grow in popularity
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- Figure 5: Screen size of smartphone owned and future purchase intentions, December 2015
- Cameras now at the forefront of smartphone competition
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- Figure 6: Features that would encourage to upgrade to a new smartphone, December 2015
- Trade-in programs might drive market share
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- Figure 7: Factors that would influence choice of manufacturer, December 2015
- Price still a barrier to non-owners
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- Figure 8: Reasons for not owning a smartphone, December 2015
- What we think
Issues and Insights
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- Encouraging early upgrades among smartphone owners
- The facts
- The implications
- Fostering brand switching among smartphone owners
- The facts
- The implications
The Market – What You Need to Know
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- Smartphone market slowing down
- Mobile players the most successful at converting shoppers into buyers
- Smartphone ownership flattened out in 2015
- Upgrade programs could prove beneficial on multiple fronts
- Phablets trigger more smartphone activity
- Struggling tablet market strengthens phablets’ positioning
- Virtual reality could sustain smartphone industry revenues
Market Size and Forecast
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- Smartphone market slowing down
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- Figure 9: Best- and worst-case forecast for the value of mobile phone sales, 2010-20
- Figure 10: Value of mobile phones sales, 2010-20
- Upgrade programs to revive consumer demand
Channels to Market
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- Smartphone shoppers prefer online channels
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- Figure 11: Websites used and stores visited to shop around for smartphones, April 2015
- Mobile players the most successful at converting shoppers into buyers
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- Figure 12: Stores visited and websites used to buy smartphones, April 2015
Market Drivers
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- Smartphone ownership flattened out in 2015
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- Figure 13: Ownership of mobile phones, January 2012-December 2015
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- Figure 14: Technology used at home by children aged 10-15, March 2015
- Upgrade programs could prove beneficial on multiple fronts
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- Figure 15: Contract length, December 2015
- Phablets trigger more smartphone activity
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- Figure 16: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
- Struggling tablet market strengthens phablets’ positioning
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- Figure 17: Household ownership of tablets, January 2012-December 2015
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- Figure 18: Ownership of tablets (by screen size), by ownership of smartphones (by screen size), June 2015
- Virtual reality could sustain smartphone industry revenues
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- Figure 19: Google cardboard, March 2016
- Figure 20: Samsung Gear VR and Samsung Gear 360, March 2016
Key Players – What You Need to Know
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- Taking wireless charging to the next level
- Looking for smartphones’ next USP
- Let’s Tango
- Are marketing budgets shifting to offline channels?
- Competitors struggle to match market leaders’ brand image
- Windows Phone suffers from limited availability of apps
Launch Activity and Innovation
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- Taking wireless charging to the next level
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- Figure 21: Powermat wireless charging pad and Powermat Ring, March 2016
- Foldable designs open new scope for device convergence
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- Figure 22: Samsung’s patent for a foldable smartphone-tablet hybrid, December 2015
- Cloud-first smartphone hits the market
- Smartphones can get ethical
- Two screens are better than one
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- Figure 23: LG’s V10 dual screen smartphone, October 2015
- Let’s Tango
Brand Communication and Promotion
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- Are marketing budgets shifting to offline channels?
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- Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on smartphones, by advertiser, 2015
- Mobile network providers aggressively target accessories category
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- Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on smartphone accessories, by advertiser, 2014 and 2015
- Methodology and coverage
Brand Research – Manufacturers
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- Brand map
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- Figure 26: Attitudes towards and usage of selected technology brands, November 2015
- Key brand metrics
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- Figure 27: Key metrics for selected technology brands, November 2015
- Brand attitudes: Microsoft Lumia and HTC struggle to build positive image
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- Figure 28: Attitudes, by technology brand, November 2015
- Brand personality: Apple enjoys unique positioning
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- Figure 29: Brand personality – Macro image, November 2015
- Samsung and Sony successfully combine reliability and desirability
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- Figure 30: Brand personality – Micro image, November 2015
- Brand analysis
- Samsung enjoys well-rounded trustworthy image
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- Figure 31: User profile of Samsung, November 2015
- Sony’s product offering fosters stronger positioning among men
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- Figure 32: User profile of Sony, November 2015
- Apple shows unique and exclusive positioning among 16-24s and women
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- Figure 33: User profile of Apple, November 2015
- Microsoft Lumia still trying to establish strong positioning
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- Figure 34: User profile of Microsoft Lumia, November 2015
- HTC Vive could help boost brand image
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- Figure 35: User profile of HTC, November 2015
Brand Research – Operating Systems
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- Brand map
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- Figure 36: Attitudes towards and usage of selected brands, November 2015
- Key brand metrics
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- Figure 37: Key metrics for selected brands, November 2015
- Brand attitudes: Windows Phone suffers from limited availability of apps
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- Figure 38: Attitudes, by brand, November 2015
- Brand personality: Android couples accessibility with upbeat image
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- Figure 39: Brand personality – Macro image, November 2015
- iOS is cutting-edge and stylish at the same time
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- Figure 40: Brand personality – Micro image, November 2015
- Brand analysis
- Android builds a strong user base with well-rounded image
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- Figure 41: User profile of Android, November 2015
- iOS cool image builds on its exclusivity
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- Figure 42: User profile of iOS, November 2015
- Windows Phone seeking its place in the market
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- Figure 43: User profile of Windows Phone, November 2015
The Consumer – What You Need to Know
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- Samsung and Apple control over three fifths of smartphone market
- Windows Phone OS challenges market consolidation
- Phablets set to continue to grow in popularity
- Cameras now at the forefront of smartphone competition
- Trade-in programs might drive market share
- Price still a barrier to non-owners
Manufacturer and Operating System
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- Samsung and Apple control over three fifths of smartphone market
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- Figure 44: Manufacturer of smartphone owned, December 2015
- Windows Phone OS challenges market consolidation
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- Figure 45: Operating system of smartphone owned, December 2015
- iPhone Upgrade Program could help Apple avoid potential slow down
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- Figure 46: Manufacturer of smartphone owned, by age and annual household income, December 2015
Screen Size
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- Phablets set to continue to grow in popularity
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- Figure 47: Screen size of smartphone owned and future purchase intentions, December 2015
- Samsung dominates the phablet space
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- Figure 48: Manufacturer of smartphone owned, by screen size of smartphone owned, December 2015
Features that Would Encourage to Upgrade
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- Cameras now at the forefront of smartphone competition
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- Figure 49: Features that would encourage to upgrade to a new smartphone, December 2015
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- Figure 50: Rear- and front-camera resolution of Samsung Galaxy and Apple iPhone, 2010-15
- Could a modular phone be the answer?
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- Figure 51: LG’s G5 with slide-in modules, February 2016
- Figure 52: Google’s Project Ara Prototype, 2015
Purchasing Influences
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- Trade-in programs might drive market share
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- Figure 53: Factors that would influence choice of manufacturer, December 2015
- Could aftersales services trigger brand switching?
Reasons for Not Owning Smartphones
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- Basic users do not need a smartphone
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- Figure 54: Reasons for not owning a smartphone, December 2015
- Price still a barrier to non-owners
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Market size and forecast
- Fan chart forecast
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- Figure 55: Best- and worst-case forecast for the value of the UK mobile phones market, 2015-20
- Brand research
- Brand map
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