SMARTPHONE INDUSTRY – THE NEW ERA OF COMPETITION AND STRATEGY

Abstract

Smartphones are a class of mobile phones, and of multi-purpose mobile computing devices. They are distinguished from feature phones by their stronger hardware capabilities and the ability to handle heavily-layered mobile operating systems. These in turn, help in tackling functions such as multimedia functionality, web browsing and mobile gaming, over the generic functions of any mobile phone i.e. voice calling and text messaging. The first smartphones came in the 1990’s, with the IBM ‘Angler’ being developed by Frank Canova, and later being displayed at the COMDEX Computer Show in Las Vegas, USA. It included an Address Book, Calendar, Appointment Scheduler, World Clock and Notepad, along with a smattering of other features. It was then in the 2000’s, when companies like Nokia started gaining traction amongst users for their devices, and so did Blackberry, which hit the nail with its design aesthetics and easy functionality. Phones during this period also had ‘Sliding Keyboards’ with restrictive touch screen access on the mobile device. Gradually, when the iPhone came in and disrupted the market with endless possibilities of a touch-screen device, that is when the other companies in the business took notice and new entrants also started popping up, opening manufacturing facilities across the globe. By late 2010’s, phones with screens of up to 5.5 inches, also known as ‘Phablets’ (Phone + Tablet) started gaining popularity among the masses, especially the Galaxy Note series of smartphones from the industry giant Samsung. The continuous increase in the number of smartphones sold in India has account for 7.1% of the total handset sales in Q2 FY2018 from about 5.2% in Q4 2017. Nowadays, we’re seeing more and more technology in mobile devices with each passing day with features such as foldable smartphones on the cusp of being available to consumers throughout various price segments across the smartphone landscape.