Skip to main content

Exploring Smartphone Market Segmentation Realities

According to the latest market study by Juniper Research, the smartphone operating system (OS) market will see new emerging players in the coming years gain ground -- such as Asha, Sailfish and HTML 5 based OS players.

In the near term, the global market is expected to be dominated by Android and iOS.

Juniper argues that these new OS contenders will built upon important market niches -- focusing on cost innovation and utilizing local knowledge -- in synergy with the next generation of consumers that seek mobile internet access.

Over time, this focus on creating smartphone offerings for targeted market segments may begin the slow decline of the current global OS leaders.

The Global Smartphone Duopoly

In terms of smartphone shipments, Apple and Samsung will continue to dominate the global market, shipping 17 percent more smartphones in 2018 than were shipped globally by all vendors in 2012.


The Juniper Research study found that Apple and Samsung global smartphone shipments will reach nearly 800 million by the end of 2018, that's compared with 677 million in 2012.

Apple Discovers Market Segmentation

Juniper forecasts sustained growth for Apple in the emerging markets over the forecast period, with Apple expected to announce a diversification in its product portfolio shortly. Meaning, an acknowledgment that lower-cost iOS-based devices are required.

They note that this market segmentation enlightenment will bring Apple closer to the successful Samsung model of catering to diverse set of markets utilizing different models which will maintain the current global dichotomy.

Why One Model Doesn't Fit All Markets

The study findings also uncovered that significant growth is expected across emerging markets -- such as the Indian Subcontinent and China. These areas will see particular growth in the Ultra-Economy and Economy sectors, with custom localized low-cost handsets.

However, slower growth is forecast for the Ultra-Premium and Premium smartphone sectors, but only if they can offer clear differentiation within a crowded high-end device market.

Other key market study findings include:
  • There will continue to be a lack of short and medium term diversity within the OS market.
  • The Average Selling Price of a smartphone will fall as new lower income demographics are exploited across the globe.

Popular posts from this blog

Software-Defined Infrastructure: The Platform of Choice

As more organizations adapt to a hybrid working model for their distributed workforce, enterprise CIOs and CTOs are tasked with delivering new productivity-enabling applications, while also seeking ways to effectively reduce IT cost, complexity, and risk. Traditional IT hardware infrastructure is evolving to more software-based solutions. The worldwide software-defined infrastructure (SDI) combined software market reached $12.17 billion during 2020 -- that's an increase of 5 percent over 2019, according to the latest market study by International Data Corporation (IDC). The market grew faster than other core IT technologies. The three technology pillars within the SDI market are: software-defined compute (53 percent of market value), software-defined storage controller (36 percent), and software-defined networking (11 percent). "Software-defined infrastructure solutions have long been popular for companies looking to eliminate cost, complexity, and risk within their data cente

Digital Identity Verification Market to Reach $16.7B

As more enterprise organizations embrace the ongoing transition to digital business transformation, CIOs and CTOs are adopting new technologies that enable the secure identification of individuals within their key stakeholder communities. A "digital identity" is a unique representation of a person. It enables individuals to prove their physical identity during transactions. Moreover, a digital identity is a set of validated digital attributes and credentials for online interactions -- similar to a person's identity within the physical world. Individuals can use a 'digital ID' to be verified through an authorized digital channel. Usually issued or regulated by a national ID scheme, a digital identity serves to identify a unique person online or offline. Digital Identity Systems Market Development Complementary to more traditional forms of identification, digital identity verification systems can enhance the authenticity, security, confidentiality, and efficiency of

Global Pandemic Accelerates the Evolution of Transportation

Given the current trends across the globe, organizations that depend upon the continued growth of personal vehicle ownership will need to consider a plan-B scenario. While some companies will be able to adapt, others may find that their traditional business model has been totally disrupted. According to the latest worldwide market study by Juniper Research, Mobility-as-a-Service (MaaS) will displace over 2.2 billion private car journeys by 2025 -- that's rising from 471 million in 2021. Juniper believes that for MaaS to enjoy widespread adoption, subscription or on-the-go packages need to offer a strong combination of transport modes along with feasible infrastructure changes, high potential for data collection and low barriers to MaaS deployments. Mobility-as-a-Service Market Development The concept of MaaS involves the provision of multi-modal end-to-end travel services through a single platform by which users can determine the best route and price according to real-time traffic