New research into the relative influence of leading mobile phone and smartphone brands on product choice suggests that many consumers seek out products from globally recognised firms because of the perceived prestige.
A recently published IDC multi-client poll of mobile and smartphone subscribers across five countries revealed that top global brands are in demand not only in developed countries such as the US, UK, France and Germany, but in emerging countries such as India and China.
The analyst firm noted that it would be logical to find a proliferation of relatively inexpensive devices and brands in developing countries. However, the survey reveals quite the opposite.
Chinese subscribers look more at the brand and style (top two purchase criteria) rather than being concerned with the underlying technology and product features.
In India high-end products like the Nokia 9500 Communicator do well precisely because they are conspicuous signs of wealth.
"When you look around the world there is a growing prevalence of premium brands in emerging markets among populations with substantially lower income levels," said Randy Giusto, group vice president for IDC's Mobility, Computing and Consumer Markets research.
"Brands such as Nokia, for example, dominate the Indian and Chinese markets from a market share perspective and are much sought after because of the image that they project."
Smart smartphones big in India and China
By Robert Jaques on Dec 11, 2006 9:47AM