The expanding range of smart handheld devices
International sales on smartphones are currently v
users ha
a
ve one. The FTF experts therefore emphasiz
ery limited: just 5-10% of
ed the need for operators
as b
nd applications dev
y doing so they would only reach a limited number of users, which could
elopers not to limit their innovations to smartphones,
hinder the opening of the mobile mark
is to make developing countries—
et. This is especially important if the aim
pants in this opening.
where most users have basic phones—partici-
The F
sales, especially in emerging countries, and affects the opening of the mark
TF experts also feel that the price of mobile devices has a direct impact on
In order for their prices to fall, or for them to ev
et.
have a significant number of customers. F
en be sold, it is necessary to
come, the price they have to pa
or most people with insufficient in-
can afford. If the aim is to mak
y to get one of these handsets is more than they
data and Internet services, then they need to be made affordable. Go
e mobile handsets the main means of access to
and manufacturers must work towards achieving this.
vernments
Furthermore, most consumers in
power do not buy a computer as their main electronic device. Instead, they buy
developing economies with any purchasing
a mobile handset, which is less expensiv
approach that has led Microsoft’s Chinese division
e and easier to carry around. This is the
softw
ating system into a small computer that can be wirelessly connected to moni
are application that turns mobile handsets with the Windows Mobile oper
61
to design Phone Plus, a
-
tors, keyboards and storage devices, as well as other functions native to PCs.
-
Most manufacturers are dev
subscribers in emerging countries—geogr
eloping basic models to offer them to the next billion
creasingly large contribution to mobile handset sales figures. In fact, according
aphical areas that are making an in-
ceeded those in more adv
to figures from Pyramid R
anced countries for the first time. As the mobile hand
esearch
62
, sales in developing countries in 2006 ex
-
-
set becomes a social status symbol in dev
paying more attention to the design of their basic models.
eloping countries, manufacturers are
4.1.1. The sale of smartphones
Internet connection from mobile devices is a basic requirement for the opening
that of fix
of the market and will contribute to creating a similar ecosystem of innovation to
(i.e. 10%) can access the Internet. The question on ev
ed-line Internet. The problem is that only users with a smartphone
eryone
el phone plus”
61
El Argentino: “Microsoft lanza open up the market to the other 90%?
’s lips is, who will
http://argentino
,
nota-4090-Microsoft
.ferengi.com.ar/
Phone-Plus.html.
-lanza-el- Although these figures are disheartening, consumers in dev
driving their expansion as they are the most sought-after mobile device, only
eloped countries are
Emerging Markets Are Shaping
62
The Next Billion: How surpassed b
R
the Mobile Industry.
esearch. October 2007.
Pyramid
other t
(see Figure 18).
ype of mobile device, such as desktop computers, laptop computers, etc.
y memory cards/pen drives, and are a long way ahead of any
© 2008 Fundación de la Innovación Bankinter. All rights reserved.
48
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