The group Apple again demonstrated in the last quarter of 2014 the success of its smartphones Iphone 6 and iPhone 6 Plus, despite a price that remains high-end over the years. For its part, Samsung has unveiled models Galaxy S6 and Galaxy S6 Edge who seem to be acclaimed by operators in the form of pre-orders before actual marketing.
And to underscore its intention to correct the situation after a somewhat difficult year in 2014, the Korean giant stressed that it intended to rely on a strategy highlighting smartphones taking advantage of premium materials (metal, glass …), advanced features and the latest mobile technologies.
While being ready to decline some of the characteristics of its mid-range models, the group will therefore remain firmly anchored in the high-end segment.
The strong presence of the two leaders Apple and Samsung at the top of the range should encourage other manufacturers to focus their efforts mid-range, observers in Asian production chains report.
Groups like Huawei, ZTE or Xiaomi in China but also Sony Mobile or LG Electronics would consider that the high-end segment is likely to be saturated by Apple and Samsung products, and in fact difficult to access.
Rather than highlighting different high-end models that are difficult to sell in volume, other manufacturers should seek to strengthen themselves in the mid-range to preserve their market shares, the site observes. Digitimes. In reality, these mid-range smartphones will not make a huge compromise on functionality but will play on lower price categories.
This strategy will also put pressure on component suppliers who expect a fall in prices, particularly in the segments of screens and touch modules, Digitimes.
