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Smartphone Industry Analysis

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Cheng Liu

on 21 February 2011

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Transcript of Smartphone Industry Analysis

What is a Smartphone? History Operating System Superb connectivity Touch screen Advanced functionality 1984 Organizer by Psion (British). Considered the 1st PDA in history.
1990 the 1st PIM (predecessor of PDA) by CASIO
1994 Simon by IBM. The first smartphone in history.
1997 Nokia Communicator 9000 by Nokia. 1st smartphone from Nokia.
1997 Blackberry by RIM. which occupied global market of more than 60 nations and 160 mobile service providers.
2001.10 Pocket PC 2002 phone edition by Microsoft. First ntroduction of Bluetooth and Wi-Fi.
2002 Communicator 9210, 7650 by Nokia. Start of Symbian system and Bluetooth functions.
2002 Motorola A388, Dopod 686, Sony Ericsson P802.
2004 fast development of the industry.
2007.06 iPhone from Apple. Introduction of Multi-touch screen, as well as all advanced technical functions. Milestones A powerful platform that supports the entire ecosystem Web browsing Media Email Porter's 5-forces model analysis potential entrants industry
competitors suppliers buyers substitutes criteria: satisfy similar customer utility personal digital
assistant (PDA) (touch-screen, wi-fi connectivity, web browser app., audio capacities) iPad (similar functions to iPhone, size between smartphone & computer) Netbook & laptops (excessive applications & internet connectivity) Threat: MODERATE - Low-tech parts: scattered &
undifferentiated market
- chips: dominated market Hardware Software - in-house developed
- controlled as subsidiary
- open source OS 3G GPS Bargaining
HIGH No. of buyers relatively
to sellers: LARGE Level of dependence
on one buyer: LOW Switching cost:
price insensitive & quality oriented Bargaining
LOW High brand loyalty Learning curve effect Capital requirement:
- Constant innovation
on technology
- Large capital investment Threat: MID to LOW Competitive structure:
relatively loose 1. No. of competitors
relatively small
2. Most of existing competitors target different segments High expected demand growth 1. Customer value more on multi-functionality
2. Demand for efficiency on time management
3. Increasing disposable income Moderate exit barrier 1. Special capital and technology difficult to transfer for other use
2. Relatively easy to change to regular cell industry "ARM Holdings (ARMH) has had a fairly unassailable position with about
market share. Even Microsoft (ARM) has licensed ARM’s technology. " ! (One chip producer) 85% Rivalry:
LOW U.S. Consumers' Average Intent to Purchase for 2011 Ranking Expected Trends in Smartphones 2010: 67 m
2011: 95 m Industry analysis - Smartphone Agenda Industry background Porter's five forces analysis Conclusion Pop-up GUESS! Conclusion - Force threat: moderate to low
- Market: attractive because
low competition
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