"The
Report Smartphone Trends in Asia: The Rise of Domestic Brands in
Southeast Asias Smartphone Markets provides information on pricing,
market analysis, shares, forecast, and company profiles for key
industry participants. - MarketResearchReports.biz"
Domestic
mobile handset manufacturers are rapidly gaining a strong foothold in
Southeast Asian countries with their feature-rich devices at much
more affordable prices compared global vendors such as Apple, Samsung
and Microsoft. Domestic smartphone vendors have enjoyed significant
success in the Philippines and Indonesia on the back of low-cost
devices accompanied with offers on entertainment and social media
content and applications. Filipino vendor Cherry Mobile offers 4G
mobile at $299, which has the same specs but costs nearly 30% less
than Samsung Galaxy S6 edge. On the other hand some markets like
Vietnam have remained challenging for local vendors as consumer in
the country tend to favor high-status international brands. Most
domestic vendors have followed a specific formula incorporating 4Ps
of marketing product, price, place and promotion to gain market share
of established brands. These homegrown vendors have been facing
strong competition from Chinese and global vendors who are responding
by introducing devices at low prices to save their market share.
Regulations in some countries like Indonesia where government has
mandated local production, have benefitted domestic vendors by
increasing cost for global vendors.
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Key
Findings
Domestic
mobile phone vendors use both online and offline channels to market
their products. They are also investing in providing efficient
after-sale services to better compete with international brands. Thai
mobile has a network of 72 service centers across the country.
Local
vendors are promoting their offerings through popular celebrities to
gain visibility and credibility in the markets, while seasonal
promotions such as offering free access to OTT services etc. are also
helping vendors to attract customers.
Chinese
and international device companies pose the greatest challenge for
local device manufactures as they offer mobile phones at very low
profit margins and enjoy economies of scale owing to international
presence.
Increasing
usage of social media and OTT applications is inducing demand for
high-bandwidth smartphones, driving users to switch from feature
phones to 3G/4G-enabled smartphones. The vendors have been taking
advantage of the trend by offering low-cost smartphones supporting
advanced mobile technologies.
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Synopsis
Smartphone
Trends in Asia: The Rise of Domestic Brands in Southeast Asias
Smartphone Markets report provides an overview of the strategies
domestic mobile phone vendors have adopted in Southeast Asia,
including analysis of the major components.
It
consists of:
Overview
of leading domestic mobile phone brands, parties ventured into
smartphone market and their market share.
Overview
of the key strategies involving 4Ps of marketing in their business
models.
Analysis
of regulatory, technological and demand drivers along with
competition inhibitors.
Key
findings from strategies in the region and a set of recommendations
for local, Chinese and global vendors.
ReasonsToBuy
Provides
a comprehensive, detailed understanding of Tier 3 vendor smartphone
product, pricing, and positioning strategies in the diverse South
Asian markets.
Includes
analysis on the pricing strategies, business models and the great
variety of smartphone vendors, looking in particular at the various
challenges and opportunities facing them, with examples from Tier 3
vendors throughout the region.
Align
product portfolios by selecting suitable commercial strategies needed
to save market share in highly competitive markets.
Quicken
the decision-making process by understanding the strategies which
underpin commercial strategies in terms of market overview, products,
pricing, promotion and distribution.
A
section on the smartphones markets in Indonesia, Philippines,
Thailand and Vietnam offers particular insight into these markets,
including an overview, sales forecasts and an examination of growth
drivers and inhibitors.
Offers
an overview of the actionable analysis of trends offers a wider
perspective, while its case studies of four Tier 3 vendors in South
East Asia provide a resource for more detailed planning.
Boasts
of high presentation quality that allows it to be turned into
presentable material immediately, for an executive-level audience.
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Table
of Contents
Market context: Current
positioning of Southeast Asian handset brands
Market context: Leading
domestic brands
Market context: Mobile vendor
categories
Definitions
Market share
How Southeast Asian device
makers have leveraged the 4Ps of marketing
The 4Ps of Marketing
Product
Place(ment)
Price
Promotion
Future drivers and inhibitors
Regulatory market drivers
Technology market drivers:
Migrating users from 2G to 3G/4G
Demand market drivers: Feature
phone to smartphone migration
Competition inhibitors:
Competition from new wave of low-cost Chinese vendors
Competition inhibitors:
International vendors lowering prices
Market details: Case Studies
The Philippines: Cherry Mobile
Thailand: i-mobile
Vietnam: Bphone
Indonesia: Advan
Conclusions: Key findings and
recommendations
Acronyms and Definitions
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