Dogfight expected in emerging markets among smartphone manufacturers

According to Taiwan's handset supply chain, we should expect to see a brutal battle for smartphone market share in emerging markets between Apple and China-based manufacturers. This fight over consumers in markets like India and China is expected to take place this year, just before the launch of 5G. The manufacturers are hoping to impress smartphone buyers before the transition to the next-generation of wireless connectivity. This way, their brand will be the first considered by smartphone buyers looking to replace a 4G unit with a new one that supports 5G.

Apple plans on using price as its weapon in this battle. By cutting costs on components, Apple is hoping to entice buyers by offering lower prices on its new 2018 models. The one exception could be the 6.5-inch Plus unit. The other two iPhone handsets we expect to see later this year include a 5.8-inch iPhone X sequel, and the iPhone 9. The latter is said to carry a 6.1-inch LCD screen and will be the cheapest model among the trio. Once launched, Apple reportedly expects it to be its biggest seller.

The competition, which includes Chinese producers such as Vivo, Huawei, Oppo and Xiaomi, have been focusing on adding AI features to their phones. To help manufacturers bring AI to mid-range devices, Qualcomm is adding support for AI to its 700 and 600 series of Snapdragon chipsets. MediaTek plans on building a version of its top-of-the-line Helio P60 SoC for mid-range phones. The Helio P60 includes advanced NeuroPilot AI processing. The chip designer's customers have been demanding a mid-range chip with AI support, so MediaTek recently introduced the Helio P22 SoC, which fits the bill. 

India, the world's second largest smartphone market after China, could be a major battleground. Because of the economic situation in the country, lower priced handsets like older iPhone models and the iPhone SE (which is manufactured in the country) have done well there. Value producer Xiaomi has also taken India by storm thanks to the pricing on its range of handsets. And last month, we told you that Samsung has plans to be more aggressive in India by using its modern "Infinity Display" design and dual camera setups on its mid-range models.

source: Digitimes

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22 Comments

1. mahima

Posts: 730; Member since: Nov 20, 2014

Galaxy a6 camera and full view amoled display are okay for the price...all other specs are a joke They give snapdragon 450 at the same price of nokia 7 plus So much for trying to more aggressive in India...lol

13. Cat97

Posts: 1892; Member since: Mar 02, 2017

Any camera without OIS is a joke with maybe some exception for Google Pixel devices.

22. boucha26

Posts: 50; Member since: Jul 01, 2015

yes. Nokia 7 plus far better than A6 s**t.... who wil buy 22K phone that comez with Snapdragon 450, 450 worst performance compare with 13K and 15 K Zenfone max Pro M1 and RN5Pro Snapdragon 636 Phones.... for the price range 22K nokia is the better option....

2. piyath

Posts: 2445; Member since: Mar 23, 2012

Oppo, Vivo and Oneplus will come forward dramatically, Xiaomi will go back a little due to their sneaky software and services strategies, Apple will have the same market share like ever before for the most part, Samsung won't be able to catch up again anytime soon, Nokia will try their best but will lose due to noncompetitive pricing just like Motorola, Huawei will also come forward in India due to the high variation in the lineup. imo

4. piyath

Posts: 2445; Member since: Mar 23, 2012

Oh the LG, Lenovo and HTC are already dead so there is no point of talking about them at this point LOL

3. skyline88

Posts: 697; Member since: Jul 15, 2013

over here in my country, the one doing great is Huawei. Samsung, Oppo and Vivo are losing sales. Oneplus and Xiaomi growing stronger day by day. Apple, Lenovo and Nokia are dying fast. Motorola, HTC and LG are completely dead.

5. Subie

Posts: 2364; Member since: Aug 01, 2015

Out of curiosity, which country is that?

16. worldpeace

Posts: 3135; Member since: Apr 15, 2016

Neverland

6. Guaire

Posts: 886; Member since: Oct 15, 2014

"Apple plans on using price as its weapon in this battle" is best joke of the decade.

14. Cat97

Posts: 1892; Member since: Mar 02, 2017

Actually it's not. Look at the new iPad. I bought a new one for $329. They realize that the strategy works and is also necessary. The iPhone 9 will probably start at $599 and will kill a lot of competition.

17. Guaire

Posts: 886; Member since: Oct 15, 2014

Apple is all about average selling point and profits. You can expect even further increased new iPhone prices due to larger screens and they can always sell iPhone 8 from $599 when it's old.

15. piyath

Posts: 2445; Member since: Mar 23, 2012

Actually that's not a joke, they can easily bring down the prices if they want and interrupt the low end market. The joke here is the way Samsung and others will have to cope with it.

20. Sammy_DEVIL737

Posts: 1529; Member since: Nov 28, 2016

They can’t and they wouldn’t. Scratch it.!!!!

7. AmashAziz

Posts: 2927; Member since: Jun 30, 2014

AI buzzwords are the only I things I expect these brands to try and impress us with....

11. Humanoid

Posts: 1226; Member since: Dec 11, 2017

Cheap iphone = 64GB for $780

12. johnh3

Posts: 143; Member since: Aug 23, 2012

I think in general iPhones are a ”rich country” option for the most part. USA, Japan and West Europe. In India iPhones only got around 2,5% marketshare so the real war in emerging markets are among android brands. Samsung, Motorola who is big in Brazil. Xiaomi, Huawei and so on. I guess a brand that got potential to threat Samsung in emerging markets might be HMD Global/Nokia. They still make dumphones and getting stronger on low and middle segment android devices. The new Nokia X6 seems to sell very good in China to.

18. SIGPRO

Posts: 2817; Member since: Oct 03, 2012

One thing is for sure, apple will never win in India. Think Huawei, Xiaomi, Oneplus and even Nokia will win the battle.

19. TheOracle1

Posts: 2264; Member since: May 04, 2015

^This. Where does Apple even figure into emerging markets? Where does 5G even figure into buying choices in emerging markets when 4G is still relatively new and 5G is years away in emerging markets? Smartphone sales are static because the used smartphone market is growing fast and a former feature phone owner is very likely to buy a 1-2 year old smartphone for peanuts and get virtually the same experience as buying a new one. Oh well, it's Alan so Apple must be mentioned the same way that this comment will be deleted because I'm calling out another bs article from him.

21. AfterShock

Posts: 4146; Member since: Nov 02, 2012

Imo, one American OEM has no chance to compete in emerging markets against other OEM, no chance. Value before vanity.

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