2011年7月6日星期三

Bits: Many Smartphone Customers Are Still Up for Grabs

在 ServiceModel 客户端配置部分中,找不到引用协定“TranslatorService.LanguageService”的默认终结点元素。这可能是因为未找到应用程序的配置文件,或者是因为客户端元素中找不到与此协定匹配的终结点元素。
在 ServiceModel 客户端配置部分中,找不到引用协定“TranslatorService.LanguageService”的默认终结点元素。这可能是因为未找到应用程序的配置文件,或者是因为客户端元素中找不到与此协定匹配的终结点元素。
SmartphonesChris Ratcliffe/Bloomberg News The smartphone market is growing at a pace quicker than analysts and companies expected.

About 10 years ago I met an advertising executive in New York who explained the?difficulty?of?advertising a new brand of deodorant to consumers. “Most people never change their?deodorant,” I remember him saying. “They pick one brand when they are young, and stick with it for a long, long time. If it works, why switch?”

The same theory can be applied to customers who are making the switch to smartphones today. Once they have picked a type of phone, whether it’s Apple iOS, Google Android or something else, it’s difficult, and often expensive, to switch. Consumers become comfortable with the interface and design of the phone and the apps they have purchased on that platform.?If it works, why switch?

That is why the race to pull in smartphone buyers is going to be especially vicious over the next 18 to 24 months. Although it may seem that everyone owns a smartphone these days, there are still hundreds of millions of mobile phone owners around the world who have yet to move from a standard mobile or feature phone to its smarter, more intelligent big brother: the smartphone.

Yet the change is happening at a much quicker pace than technology analysts?and companies?originally?theorized.?A report issued this week by Nielsen, the market research firm, found that among Americans who purchased a new mobile phone in the last three months, 55 percent opted for a smartphone. This is up from 34 percent a year ago.

IDC, another technology research firm, said in a report issued last month that customers around the globe are on track to?purchase?472 million smartphones in 2011, up from?305 million in 2010. IDC also estimates that these numbers will double by 2015, when customers will buy almost 1 billion smartphones.

At this point, who will lead that market is not up for debate. Android has been growing at a pace no one could have imagined, even Google. The company said this week that it now activates more than 500,000 Android devices each day.

“Android is going to be No. 1 outright for the?foreseeable?future — they have devices and partners everywhere — but how much they lead by is definitely going to be challenged by others,” said Ramon Llamas, senior research analyst with IDC’s mobile devices technology and trends team.

Mr. Llamas said Apple, which changed the smartphone game in 2007 when it introduced the iPhone, potentially has a?ceiling?with consumers as its mobile phone is often more expensive than those of its competitors.

Although millions of customers flock to Apple products for their beauty, simplicity and powerful brand, many can’t afford a new iPhone. This could change if Apple offers a less expensive model of the iPhone later this year, as some analysts expect.?”Right now the iPhone only comes in one flavor; it’s not like other Apple products like the iPod where there are several different sizes, shapes and prices,” Mr. Llamas said.

Although Windows Phone 7 is not destined to become the top smartphone operating system in the world, it could eat into Android’s market share.

“Nokia has great brand recognition oversees, and once they start offering Nokia phones with the Windows Phone 7 operating system on them, Microsoft has no choice but to go up,” said Mr. Llamas.


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