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Sheikh Mehedi Hasan

• Address:   141, New Hazigonj, Narayangonj
• Email :      skmehedi_me_gpi@ymail.com
• Student Of :  Civil Engineering Technology
• College:    Greenland Polytechnic Institute 
• I am with facebook Too

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35% of American adults own a smartphone

One quarter of smartphone owners use their phone for most of their online browsing
Aaron Smith, Senior Research Specialist
7/11/2011

http://pewinternet.org/Reports/2011/Smartphones.aspx






 
Pew Research Center

1615 L St., NW – Suite 700 Washington,
D.C. 20036 202-419-4500 |
pewinternet.org

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U.S. Smartphone Market Today

Market Definition

The U.S. smartphone market consists of all firms throughout the world that manufacture
and sell smartphones to U.S. consumers. A smartphone is a mobile electronic device which runs an
advanced operating system that is open to installing new applications, is always connected to the
internet, and which provides very diverse functionality to the consumer, including phone, text,
email, calendar, address book, games, music, video, camera, maps and GPS, etc.51 A smartphone is
more than a typical feature phone in that it provides significantly greater functionality than just a
calling and other basic functions, and it typically has a large screen.52
The participating firms in this market will be described next. Following that, the bases of
competition will be presented. Then, the nature and characteristics of the market will be discussed.
An analysis of the market at the firm level will then be presented, followed by a brief analysis of the
intermarket-level effects.

 Market Participants

The participants in the U.S. smartphone market include all manufacturers of smartphones
that sell smartphone devices in the United States. The major participants include Apple Inc. (a U.S.
corporation), Research in Motion Limited (or RIM, a Canadian corporation), HTC Corporation (a
Taiwanese corporation), Motorola, Inc. (a U.S. corporation), and Samsung Electronics Co. Ltd. (a
subsidiary of the Korean corporation Samsung Group). Smaller participants include HP/Palm, Inc. (a
subsidiary of HP, a U.S. corporation), LG Corp. (a Korean corporation), and Nokia Corporation (a
Finnish corporation).
2. Market Shares/Value Pool
Estimating the market shares of the participants in the U.S. smartphone market is difficult.
Because many of the market participants are international or multinational corporations, sales and
financial figures relating strictly to smartphones are difficult to find. Additionally, even when the
revenue figures are available, oftentimes all mobile devices are lumped into one figure, and
smartphones are not separated out. Finally, sales figures are rarely broken down to U.S. only sales,
and every participant has sales all over the world.53
51 Steve Litchfield, Defining the Smartphone, July 21, 2010,
http://www.allaboutsymbian.com/features/item/Defining_the_Smartphone.php; see also
http://en.wikipedia.org/wiki/Smartphone.
52 http://en.wikipedia.org/wiki/Smartphone.
53 See, for example, Apple’s recent 10-K filing that does not break out U.S. iPhone sales explicitly:
http://www.sec.gov/Archives/edgar/data/320193/000119312510238044/d10k.htm.
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Worldwide sales numbers for mobile device manufacturers are highly misleading. For
example, Gartner reports that Nokia, Samsung and LG are the top manufacturers of mobile devices
(see Table 1), but in the U.S, Nokia and LG hardly have a presence in the smartphone market.54
Table 1: Worldwide Mobile Device Sales in 3Q10 (in thousands of units).55
In order to get a better idea of smartphone manufacturer market share in the United States,
it is helpful to look at a proxy that is available: quarterly sales by smartphone OS. Smartphone OS
sales have the advantage of giving a clear indication of the size of the market share held by
manufacturers that follow the proprietary OS model, i.e., their OS is only available on their
smartphones. Unfortunately, for smartphones that run a licensable or open source OS, this proxy for
market share gives very little information about the respective manufacturers.
Figure 1 and Figure 2 summarize U.S. smartphone market share by OS. Here we see that
Apple has 26 percent of the market, while RIM has 24 percent. After that, the data is less useful
because the Android market share is made up of all manufacturers of Android phones. This group
includes HTC, Motorola, Samsung, and LG. The data on Windows Mobile has the same problem as
that of Android, but the market share of the Windows Mobile OS has become so insignificant in
recent years that it is not especially important to understand the manufacturer breakdown of that
segment of the market. HP/Palm and others also make up a very small portion of the market.

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A Short History

As with many electronics industries, the smartphone industry is rapidly changing and highly
competitive.1 New and distinctive products are being developed continuously, and released almost
weekly. For this reason, the landscape of the market can change dramatically from one year to the
next, or even from one month to the next. It is also a relatively young industry, and especially in the
United States, some of the major players today hardly existed ten years ago.2
The predecessors of today’s smartphones are yesterday’s personal digital assistants (PDA)
and mobile phones.3 Mobile phones gave consumers the convenience of having a phone wherever
they went, while PDA’s gave consumers the ability to easily carry around all of their personal
information (address book, calendar, note pad, etc.) and have access to their email or other data. The
smartphone began as an amalgamation of these two devices, giving consumers the convenience of
one device that performed both functions.
Arguably, the first smartphone was developed by IBM in 1992.4 “Simon” was a mobile phone,
but it also included a calendar, address book, world clock, calculator, note pad, e-mail, fax
functionality, and games.5 Then in 1996, Nokia came out with the first in what is now a long line of
relatively popular smartphones, the Nokia 9000.6 It also included all of the functionality of a
dedicated personal digital assistant (PDA) – such as calendar, address book, note pad, and email – in
the slim form factor of a mobile phone.7 In 1997, Ericsson released the GS88, the first device to be
labeled a “smartphone.”8
Then, in the early 2000’s, the market started to get more crowded as the advance of
technology drove down prices and enabled more and more features in smartphones. Microsoft
released a new version of the Pocket PC operating system for use with smartphones, 9 eventually
leading to numerous Windows Mobile Smartphones from many manufacturers. Handspring began
releasing smartphone devices based on the Palm OS,10 and Research in Motion (RIM) released the
first BlackBerry phone.11
1 Canalys, Smartphone Market Trends Report 2010/2011,
http://www.canalys.com/services/reports/spmt/.
2 See smartphone history at http://en.wikipedia.org/wiki/Smartphones.
3 See http://en.wikipedia.org/wiki/Personal_digital_assistant.
4 See http://en.wikipedia.org/wiki/Simon_(phone).
5 Id.
6 See http://en.wikipedia.org/wiki/Nokia_9000.
7 Id.
8 See http://www.stockholmsmartphone.org/history/.
9 John Morris, Josh Taylor, Microsoft Jumps In The All-In-One Game, zdnet.com, Nov. 12, 2001.
10 Stephen H. Wildstrom, Handspring's Breakthrough Hybrid, businessweek.com, Nov. 30, 2001.
11 See, e.g., http://en.wikipedia.org/wiki/Handspring_(company)#Handspring_Treo.
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The market has evolved considerably in the last eight years, and it has become ever more
complex. More than 250 million smartphones will be sold worldwide in 2010, a 67 percent increase
over 2009.12 In the United States, at the end of the third quarter of 2010, 28 percent of mobile phone
users had smartphones, up from 21 percent at the end of 2009.13 The United States makes up around
23 percent of the total world smartphone market.14
In the last eight years the group of major players has changed. Consumer preference has
drastically changed. Advances in technology have enabled competing firms to produce ever more
feature-rich devices. 15 Additionally, the global market, both in terms of the major players involved,
and the types of devices that are sold, is quite different from the U.S. market. 16
Thus, this market report will focus exclusively on the U.S. smartphone market, even though
every player in the U.S. market also has a global presence. Also, although this report will stay
focused on firms that actually manufacture smartphones, it will also discuss information about other
types of firms as it is necessary to describe the numerous inter-market effects. This is necessary
because an understanding of the smartphone market today requires an awareness of the many
different and highly interconnected industries involved. Some of these issues will be introduced and
discussed next.

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Threat Analysis For Smart Phone in us Market

In general the smartphone market is rapidly changing, with constant product introductions.
It is characterized by quickly evolving technology and designs, short product life cycles, aggressive
pricing, rapid imitation of product and technological advancements, and highly price sensitive
consumers. Self-elasticity and cross-elasticity are high. No one firm in the market has sufficient
market share to control prices, resulting is strong rivalry and competitive pricing. The barriers to
entry are high due to the existence of patents, high fixed costs and economies of scale, regulation,
and brand loyalty.
The individual market participants engage in attempts at product differentiation, some being
more successful than others. The standout is Apple, which has successfully differentiated its iPhone,
and stands a good chance of maintaining that differentiation due to its closed and all-inclusive model
or development and use.

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Market Definition About Smartphone in U.S

The U.S. smartphone market consists of all firms throughout the world that manufacture
and sell smartphones to U.S. consumers. A smartphone is a mobile electronic device which runs an
advanced operating system that is open to installing new applications, is always connected to the
internet, and which provides very diverse functionality to the consumer.
The major participants in the U.S. smartphone market include Apple Inc. (a U.S.
corporation), Research in Motion Limited (or RIM, a Canadian corporation), HTC Corporation (a
Taiwanese corporation), Motorola, Inc. (a U.S. corporation), and Samsung Electronics Co. Ltd. (a
subsidiary of the Korean corporation Samsung Group). Smaller participants include HP/Palm, Inc. (a
subsidiary of HP, a U.S. corporation), LG Corp. (a Korean corporation), and Nokia Corporation (a
Finnish corporation).

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Smartphones and Tablets Take-up and use in Australia

This suite of reports is designed to complement the ACMA Communications report
2011–12, which is produced to fulfil reporting obligations under section 105 of the
Telecommunications Act 1997. These four reports make up the Communications
report series.

The series aims to better inform ACMA stakeholders about convergence and the
digital economy, and their impact on communications and media services and
consumer behaviour. As an evidence-based regulator, the ACMA is interested in
analysing the digital economy and the role digital communications and media are
playing in its development.

This report provides an overview of the smartphone and tablet market in Australia from
two key perspectives:




the supply of these services, their delivery models and products available to
consumers in 2012

There is a Link for Buying Your favorite Product :




the take-up of these services in 2012, including current levels of service use, and
related drivers and barriers to take-up, including the willingness to pay for these
services.

The report draws on a range of sources, including annual reports, industry papers and
consumer research, including an ACMA-commissioned survey conducted in May
2012, to track developments in the supply and use of smartphones and tablets.

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