PRODUCT
DEVELOPMENT &
MARKETING
A S S I G N M E N T 2 : S M A RT P H O N E
G RO U P M E M B E R :
• M O H D DA N I E L A D H A B I N N O O R A Z A M
• M U H A M A D R I D Z WA N S H A H B I N M U H A M A D
RAZMAN
• M U H A M M A D N I Z A M U D D I N B I N D Z A FA RU L L A H
• N U R A M I R A B I N T I Z A ’ A N O R FA I RU S L I
TTO : MS ZAMIRA ZAMRI
1
WHAT IS A SMARTPHONE ??
A mobile phone with advance computing capability, connectivity, connectivity,
advanced multimedia and the ability to install third party software than basic
features of phone.
2
USES OF SMARTPHONE
• Text messaging / SMS
• Email
• Social Networking
• Streaming Online Music
• Online Banking
• Web Browsing
• Online Shopping
• Games
• News
3
CLASSIFICATION OF SMARTPHONE
120,00%
100,00%
13,70%
19,82%
80,00%
24,90%
21,52%
60,00%
High End
84,60%
Mid Range
Lower End
40,00%
61,40%
58,60%
20,00%
15,40%
0,00%
Android
iOs
Windows
4
MARKET SHARE OF SMARTPHONE IN
MALAYSIA
• From year 2012, global vendors conquer the
market in Malaysia. But from the year 2013
and 2014 respectively, they begin losing their
market due to Chinese & Taiwanese-branded
phone which grow to hold about 65 %
market share till 2015.
• Conclusion, phone from Chinese & Taiwan
are much cheaper compare to Global
vendor but still have competitive specs.
5
MARKET SIZE AND GROWTH
• The market size of smartphone in Malaysia
has increase from 2010 to 2015
• 7x market growth from 2010 to 2015
6
CONCENTRATION OF SMARTPHONE
Vendors
Units Shipments Market Share %
Samsung
30 %
Lenovo
17 %
Asus
9%
OPPO
7%
Apple
7%
Other ( Sony and etc )
30 %
7
TARGET CUSTOMER ( 1 OF 2 )
Smartphone users by Age
30
26
25
20,3
20
18
15,3
15
10
8,3
7,1
5
5
0
13-17
18-24
25-34
35-44
45-54
55-64
65 and above
8
TARGET CUSTOMER ( 2 OF 2 )
Percentage of Smartphone User by Gender
47,60%
52,40%
Male
Female
9
RELEVANT COMPETITORS
Smartphones industry has its own competition among others smartphone manufacturer from
Apple, Samsung, Lenovo, Asus, OPPO and etc.
Competition factor :
• Brand Identity
• High Margins
• High Diversity of rivalry
• Low product differentiation
• Fast industry growth rate
10
MARKET STRATEGY
• Advertisement
Roadside
Subway
Media
Magazine
11
• Sales/Promotion
New Year Sale
Hari Raya Sale
Chinese New Year Sale
• Free Gift
Pouch
Tempered Glass
Memory Card
12
Q&A
13