CCTV-News / CNTV
takes bite of global... 中国百科
September 23, 2012
Lenovo takes bite of global smartphone market
09-23-2012 13:20 BJT
By CCTV reporter Cathy Yang
You think you know all the smartphones out there... the high-end Apple iPhone and Samsung Galaxy. But there are others, such as Lenovo, trying to corner a chunk of this highly profitable segment - and they're coming from the low-end part of the market.
It's a smartphone - but NOT an iPhone.
And it might pass off as a Galaxy note - but its name - is not anywhere near Samsung.
It's a smartphone made by the world's second biggest PC maker - Lenovo.
Meet the LePhone - which many are not aware of.
But two and half years on - the LePhone has made inroads In rural parts of China.
Mark Newman, SNR Research Analyst,Sanford C Bernstein,said, "I've seen Lenovo definitely has had a lot of success recently it's mostly China in mostly low-end. I think big companies are going to be wary of this, especially the mid-end companies."
And these mid-range smartphone makers - those that sell within the 300-dollar-range - such as LG, HTC, Sony, Motorola - are likely to be most threatened by Lenovo's ascent from the low-end segment of the market.
The low-end smartphone market - where phones are sold in the one hundred to two hundred dollar range by companies such as Lenovo, Huawei, ZTE, and Corepad in China - is the fastest-growing segment of the smartphone market. And Samsung is the only high-end brand that sells smartphones in the low-end part of the market, unlike Apple, which focuses on the high-end users only.
Next stop for Lenovo's smartphones - emerging market India - along with the Southeast Asian markets such as Indonesia and the Philippines. Lenovo sees enormous opportunities. Sales in Asia-Pacific and Latin America shot up over 70 percent in the fiscal first-quarter. It is in emerging markets where Lenovo aims to gain more heft and experience - before trying its luck in developed markets such as the U-S.
Analysts are divided over Lenovo's strategy. IDC's senior Research Analyst C-K Lu insists expanding overseas would require further investment in distribution channels and patent protection. While Religare Capital Markets' Kishore Suratkal says - Lenovo would be better off establishing a brand first before getting into the U-S market.
Kishore Suratkal, analyst of Religare Capital Markets,said, "They need to build a brand in Asia first, or Asia, India, Southeast Asia etcetera and once they build that brand, brand recognition will automatically transfer them over to the U-S. So in my view, what Lenovo should be doing is capture as much market as they could in Asian markets and then start to target the U.S. market."
Branding is still where the money is - that's how Apple and Samsung made it big-time. And that's what low-end smartphone makers such as Lenovo have to work on - to compete ably with the fanciest names in the global smartphone market.
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CCTV-News / CNTV
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