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Mobile Phones - UK - April 2016

“As the market approaches saturation, there is no one-size-fits-all-solution, as upgrades by individual consumers are triggered by different innovations. As a result, consumers’ varied preferences could potentially be best served with customisable modular solutions that allow for personalisation of both technical capabilities and appearance.”
– Sara Ballaben, Technology Analyst

This report examines the following areas:

  • Encouraging early upgrades among smartphone owners
  • Fostering brand switching among smartphone owners

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • Smartphone market slowing down
            • Figure 1: Best- and worst-case forecast for the value of mobile phone sales, 2010-20
          • Smartphone ownership flattened out in 2015
            • Figure 2: Ownership of mobile phones, January 2012-December 2015
          • Samsung and Apple control over three fifths of smartphone market
            • Figure 3: Manufacturer of smartphone owned, December 2015
          • Windows Phone OS challenges market consolidation
            • Figure 4: Operating system of smartphone owned, December 2015
          • Phablets set to continue to grow in popularity
            • Figure 5: Screen size of smartphone owned and future purchase intentions, December 2015
          • Cameras now at the forefront of smartphone competition
            • Figure 6: Features that would encourage to upgrade to a new smartphone, December 2015
          • Trade-in programs might drive market share
            • Figure 7: Factors that would influence choice of manufacturer, December 2015
          • Price still a barrier to non-owners
            • Figure 8: Reasons for not owning a smartphone, December 2015
          • What we think
          • Issues and Insights

            • Encouraging early upgrades among smartphone owners
              • The facts
                • The implications
                  • Fostering brand switching among smartphone owners
                    • The facts
                      • The implications
                      • The Market – What You Need to Know

                        • Smartphone market slowing down
                          • Mobile players the most successful at converting shoppers into buyers
                            • Smartphone ownership flattened out in 2015
                              • Upgrade programs could prove beneficial on multiple fronts
                                • Phablets trigger more smartphone activity
                                  • Struggling tablet market strengthens phablets’ positioning
                                    • Virtual reality could sustain smartphone industry revenues
                                    • Market Size and Forecast

                                      • Smartphone market slowing down
                                        • Figure 9: Best- and worst-case forecast for the value of mobile phone sales, 2010-20
                                        • Figure 10: Value of mobile phones sales, 2010-20
                                      • Upgrade programs to revive consumer demand
                                      • Channels to Market

                                        • Smartphone shoppers prefer online channels
                                          • Figure 11: Websites used and stores visited to shop around for smartphones, April 2015
                                        • Mobile players the most successful at converting shoppers into buyers
                                          • Figure 12: Stores visited and websites used to buy smartphones, April 2015
                                      • Market Drivers

                                        • Smartphone ownership flattened out in 2015
                                          • Figure 13: Ownership of mobile phones, January 2012-December 2015
                                          • Figure 14: Technology used at home by children aged 10-15, March 2015
                                        • Upgrade programs could prove beneficial on multiple fronts
                                          • Figure 15: Contract length, December 2015
                                        • Phablets trigger more smartphone activity
                                          • Figure 16: Online activities performed in the past three months on a smartphone, by smartphone screen size, June 2015
                                        • Struggling tablet market strengthens phablets’ positioning
                                          • Figure 17: Household ownership of tablets, January 2012-December 2015
                                          • Figure 18: Ownership of tablets (by screen size), by ownership of smartphones (by screen size), June 2015
                                        • Virtual reality could sustain smartphone industry revenues
                                          • Figure 19: Google cardboard, March 2016
                                          • Figure 20: Samsung Gear VR and Samsung Gear 360, March 2016
                                      • Key Players – What You Need to Know

                                        • Taking wireless charging to the next level
                                          • Looking for smartphones’ next USP
                                            • Let’s Tango
                                              • Are marketing budgets shifting to offline channels?
                                                • Competitors struggle to match market leaders’ brand image
                                                  • Windows Phone suffers from limited availability of apps
                                                  • Launch Activity and Innovation

                                                    • Taking wireless charging to the next level
                                                      • Figure 21: Powermat wireless charging pad and Powermat Ring, March 2016
                                                    • Foldable designs open new scope for device convergence
                                                      • Figure 22: Samsung’s patent for a foldable smartphone-tablet hybrid, December 2015
                                                    • Cloud-first smartphone hits the market
                                                      • Smartphones can get ethical
                                                        • Two screens are better than one
                                                          • Figure 23: LG’s V10 dual screen smartphone, October 2015
                                                        • Let’s Tango
                                                        • Brand Communication and Promotion

                                                          • Are marketing budgets shifting to offline channels?
                                                            • Figure 24: Recorded above-the-line, online display and direct mail total advertising expenditure on smartphones, by advertiser, 2015
                                                          • Mobile network providers aggressively target accessories category
                                                            • Figure 25: Recorded above-the-line, online display and direct mail total advertising expenditure on smartphone accessories, by advertiser, 2014 and 2015
                                                          • Methodology and coverage
                                                          • Brand Research – Manufacturers

                                                              • Brand map
                                                                • Figure 26: Attitudes towards and usage of selected technology brands, November 2015
                                                              • Key brand metrics
                                                                • Figure 27: Key metrics for selected technology brands, November 2015
                                                              • Brand attitudes: Microsoft Lumia and HTC struggle to build positive image
                                                                • Figure 28: Attitudes, by technology brand, November 2015
                                                              • Brand personality: Apple enjoys unique positioning
                                                                • Figure 29: Brand personality – Macro image, November 2015
                                                              • Samsung and Sony successfully combine reliability and desirability
                                                                • Figure 30: Brand personality – Micro image, November 2015
                                                              • Brand analysis
                                                                • Samsung enjoys well-rounded trustworthy image
                                                                  • Figure 31: User profile of Samsung, November 2015
                                                                • Sony’s product offering fosters stronger positioning among men
                                                                  • Figure 32: User profile of Sony, November 2015
                                                                • Apple shows unique and exclusive positioning among 16-24s and women
                                                                  • Figure 33: User profile of Apple, November 2015
                                                                • Microsoft Lumia still trying to establish strong positioning
                                                                  • Figure 34: User profile of Microsoft Lumia, November 2015
                                                                • HTC Vive could help boost brand image
                                                                  • Figure 35: User profile of HTC, November 2015
                                                              • Brand Research – Operating Systems

                                                                  • Brand map
                                                                    • Figure 36: Attitudes towards and usage of selected brands, November 2015
                                                                  • Key brand metrics
                                                                    • Figure 37: Key metrics for selected brands, November 2015
                                                                  • Brand attitudes: Windows Phone suffers from limited availability of apps
                                                                    • Figure 38: Attitudes, by brand, November 2015
                                                                  • Brand personality: Android couples accessibility with upbeat image
                                                                    • Figure 39: Brand personality – Macro image, November 2015
                                                                  • iOS is cutting-edge and stylish at the same time
                                                                    • Figure 40: Brand personality – Micro image, November 2015
                                                                  • Brand analysis
                                                                    • Android builds a strong user base with well-rounded image
                                                                      • Figure 41: User profile of Android, November 2015
                                                                    • iOS cool image builds on its exclusivity
                                                                      • Figure 42: User profile of iOS, November 2015
                                                                    • Windows Phone seeking its place in the market
                                                                      • Figure 43: User profile of Windows Phone, November 2015
                                                                  • The Consumer – What You Need to Know

                                                                    • Samsung and Apple control over three fifths of smartphone market
                                                                      • Windows Phone OS challenges market consolidation
                                                                        • Phablets set to continue to grow in popularity
                                                                          • Cameras now at the forefront of smartphone competition
                                                                            • Trade-in programs might drive market share
                                                                              • Price still a barrier to non-owners
                                                                              • Manufacturer and Operating System

                                                                                • Samsung and Apple control over three fifths of smartphone market
                                                                                  • Figure 44: Manufacturer of smartphone owned, December 2015
                                                                                • Windows Phone OS challenges market consolidation
                                                                                  • Figure 45: Operating system of smartphone owned, December 2015
                                                                                • iPhone Upgrade Program could help Apple avoid potential slow down
                                                                                  • Figure 46: Manufacturer of smartphone owned, by age and annual household income, December 2015
                                                                              • Screen Size

                                                                                • Phablets set to continue to grow in popularity
                                                                                  • Figure 47: Screen size of smartphone owned and future purchase intentions, December 2015
                                                                                • Samsung dominates the phablet space
                                                                                  • Figure 48: Manufacturer of smartphone owned, by screen size of smartphone owned, December 2015
                                                                              • Features that Would Encourage to Upgrade

                                                                                • Cameras now at the forefront of smartphone competition
                                                                                  • Figure 49: Features that would encourage to upgrade to a new smartphone, December 2015
                                                                                  • Figure 50: Rear- and front-camera resolution of Samsung Galaxy and Apple iPhone, 2010-15
                                                                                • Could a modular phone be the answer?
                                                                                    • Figure 51: LG’s G5 with slide-in modules, February 2016
                                                                                    • Figure 52: Google’s Project Ara Prototype, 2015
                                                                                • Purchasing Influences

                                                                                  • Trade-in programs might drive market share
                                                                                    • Figure 53: Factors that would influence choice of manufacturer, December 2015
                                                                                  • Could aftersales services trigger brand switching?
                                                                                  • Reasons for Not Owning Smartphones

                                                                                    • Basic users do not need a smartphone
                                                                                      • Figure 54: Reasons for not owning a smartphone, December 2015
                                                                                    • Price still a barrier to non-owners
                                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                      • Data sources
                                                                                        • Abbreviations
                                                                                          • Market size and forecast
                                                                                            • Fan chart forecast
                                                                                                • Figure 55: Best- and worst-case forecast for the value of the UK mobile phones market, 2015-20
                                                                                              • Brand research
                                                                                                • Brand map

                                                                                                Companies Covered

                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                Mobile Phones - UK - April 2016

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