different positions require different marketing strategies. While Samsung unveiled the Galaxy S5, a top of the range which continues the successful line of branded mobile phones, Nokia, Samsung who stole first place in recent years, decided to try for the first time models with Android operating system . The novelties were presented in Barcelona, ??which takes place this week’s Mobile World Congress, a huge event for the mobile and telecommunications industry.
The new Galaxy has a screen of 5.1 inches, is designed to be water resistant and dust and has a battery that Samsung says allow ten hours of web browsing. Moreover, a power saving feature and disable various functions makes the black and white screen. The S5 includes improvements in the camera, a redesigned interface and technology to make Internet connections more stable. It is also equipped with a heart rate monitor, which can be used for applications related to exercise, and a biometric sensor that reads fingerprints and can be used for tasks that require authentication, such as payments.
Much of the presentation, however, was not dedicated to mobile phones. The multinational showed three new models called smartwatches watches that incorporate some features of smartphones and can be paired with tablets, mobile phones and other devices. The Gear 2 and Gear 2 and Gear Neo Fit use the Tizen operating system developed by Samsung itself, instead of Android’s predecessor model. Several manufacturers have recently staked these watches as a new product category, at a time when some markets, especially in Europe and North America, are already experiencing a high penetration of smartphones.
Samsung is now isolated leader. Ended 2013 with a 31.3% share of the world market, according to IDC analyst. It is followed by Apple (15.3%), Huawei (4.9%), LG (4.8%) and Lenovo, which recently bought Motorola (4.5%).
With Lumia to have a slow growth and a market share of around 3%, Nokia unveiled a new strategy and presented three low end models that are the first brand equipped with Android. The Finnish manufacturer, however, has created his own version of the system developed by Google, opting for an inspirational Windows Phone and Microsoft services pre-installed interface.
new Nokia X, X + and XL do not use Google’s services, which typically come in mobile phones with Android. Instead, have the Nokia maps, email and online accommodation Outlook.com One Drive, both the Microsoft service. Users, however, may install many applications available for Android.
three models arise shortly before completing the purchase of the business phones of Nokia by Microsoft, a deal that concludes three years of close partnership, which has made Nokia to abandon its own platforms and passed the use the Windows Phone system, which equips the Lumia line of smartphones.
“This is a very rational move. Nokia, unlike other brands in trouble, is doing everything it can to survive, even when it means a turn of 180 degrees in its strategy “, explaining that the new models can help manufacturer to fight for a share of the important market in developing economies. However, it also notes that this is a late announcement and that the strategy is “risky”. “With the Lumia line, Nokia is not growing as fast as expected. And the Windows Phone are not ready for the level of the very low range, where there will be growth in the coming years, particularly in emerging markets. “
Nokia introduced mobile phones as a gateway for consumers to Lumia models. The prices are on the lower level of the market and the targets are mainly emerging economies, although Europe is also among the regions where the devices will be marketed.
PUBLIC traveled at the invitation of Samsung
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