When the iPhone 6 is on everyone’s lips, many rumors circulating on ceasing to what could be the next Apple smartphone, two very instructive studies provide an essential insight into the future of the smartphone market. The first was published by Gartner and covers the latest trends in high tech for 2014. The second was unveiled by Accenture and reported on the use of high-tech consumer product. One and the other stand the following observation: the future of mobile through the phablettes.
The latest figures provided by Counterpoint Research confirms this trend, with 40% of smartphones sold in 35 countries in May were phablettes.
It is far sacrosanct 3.5-inch screen of the first iPhone came out in 2007 and that Steve Jobs was then presented as the ideal size for the consumer. The Cupertino company has always justified his choice by explaining that the user should be able to navigate the device with one hand.
With the advent of tablets 7, 8 and 10 inches consumption patterns in mobility have changed and users have made the idea of having in their pocket a large screen. Samsung was the first to dare the 5-inch screen with the first Galaxy Note. Since mobile phones have a screen of 5 to 7 inches are flourishing. LG, Sony, HTC, Nokia … Everyone gets started. And the latest information about the new iPhone indicates that Apple has realized the obvious: both devices would actually be in the cards, the first with a still reasonable 4.7-inch screen and a second screen with a 5 5 inches. According to the Wall Street Journal, the American group has ordered its Chinese suppliers between 70 and 80 million units, more than the previous two versions, the iPhone 5S and 5C (between 50 and 60 million copies).
A booming market in Asia
If phablettes are still a niche market in Europe, these formats are exploding in Asia, says Annette Zimmerman, an analyst at Gartner.
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Shared by Accenture analysis for which the interest is confirmed for its devices in emerging countries. Among the 57% of consumers who plan to upgrade to a smartphone during the year, nearly half (48%) and wear their choice on a phablette – with a screen 5 to 7 inches – rather than a conventional screen with a smartphone 4 to 5 inches. « We did not expect this result, » said Jean-Laurent Poitou, Global Head of Strategy and Development for Telecoms sector, Accenture Media & Technology. « This is a point on which the accelerating demand displayed is the strongest. »
Another lesson of the Accenture study, this preference for large screens affects less mature markets. « We might have expected that the increase is more attractive screen size for those who have already had an experience with a smartphone. Yet it is emerging that take demand. This is not a upmarket but a new use. demand is strongest where people are less equipped, « he continues. Francis Hernandez, director of HTC France confirms that the Desire 816, a 5.5-inch mid-range, is one of the bestsellers Taiwanese group in China.
And among consumers planning to buy a smartphone, they are 67% in India, 66% in China and 65% in South Africa to report that their choice will be probably a phablette. In France, 37% of respondents indicated a preference for phablettes. Similarly, they are 40% in the United States, nearly a third (30%) of Germans and only 19% of Japanese to opt for this equipment.
An industry that is similar to the way
Several reasons for this, according to the expert. First, the phenomenon affects countries where access to fixed broadband is lower than for mobile broadband. Ie more by the smartphone from the PC at home, a device often too expensive. « Consumer electronics is an element of status in these countries, » also notes Jean-Laurent Poitou, which compares to the industry of fashion. For many, this is an accessory of social differentiation.
If the specialist management consultancy and technology refuses to address the Apple case, it recognizes that « all those who include in their expansion strategy in emerging countries will have to position itself in this market. »
According to a recent study by research firm IDC, China has drawn global smartphone sales in the first quarter of 2014, producing 40% of global sales. Suffice to say that the firm at the apple can not do without this particular market. Proof? The agreement with China Mobile in 2013, the first operator in the country, providing access to its 800 million subscribers.
A trend that could evolve the current hierarchy of the smartphone market. But for that, is it still necessary to remove the « killer product », one that will take speed all competitors. « We need the element of differentiation that makes this product more desirable than others, » says Jean-Laurent Poitou. On this point, Apple has learned not disappoint us. But for this it will be his famous keynote scheduled for mid-September.