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mobile phones in the US

Mintel reports are professionally prepared using the latest industry data. The reports are based on the data and interpreted by experts familiar with specific industries.
One. Competitor Information

Search the list for: “Mobile Phones – US – February 2012.” In September 2012,

Mintel also listed mobile phone reports for 2010 and 2008. When you load the
report, you will see a panel listing the Report Content.

You have been asked to find the market share of mobile phone manufacturers for

2010 and 2011 and note the changes that occurred from 2010 to 2011. In the
Report Content panel click on “Brand / Company”, then on “Leading Companies”.
You will see data that reports comparative sales and market share over the two
Answer the following questions and record them in the space provided.

In 2010, which company shipped the most units?

:> Nokia

In 2010, which company shipped the smallest number of units?

:> HTC Corp

In 2011, which two companies shipped the largest number of phones?

:> Nokia and Samsung

In 2011, which company suffered a negative change in sales?

:> Nokia.

What issues has RIM (Research in Motion), maker of the Blackberry, faced

during the 2010-2011 period?
:> Loss of users, high competition, reduced sales and shipment and high losses.
Part Two. Drivers of Consumer Purchase
You have been asked to identify the purchase drivers for mobile phones. Your
company has extensive experience with MP3 players and the new product development
team is considering developing a new phone which is also a quality MP3 player.
Click on the “Consumer” link, then on the “Purchase Drivers” link.
Scan down the screen until you get to “Figure 30: Incidence of brand and
select functions considered “very important” in mobile phone purchase, by
gender, October-November 2011.” Click on the green bar at the bottom of
the table to expand it.
Answer the following questions and record them in the space provided. You will use
them to complete the assessment in Sakai.

Among all respondents, which are the two most important features?

:> Price and Battery life

Among all respondents, how important is MP3 capabilities?

:> Little importance since only a small percentage make use of it.
Look at “Figure 32: Incidence of brand and select functions considered “very important”
in mobile phone purchase, by household income, October-November 2011.”
Below the table, you will find text analyzing the data in that table.

Your company has developed products available in multiple fun colors and the

new product development (NPD) team feels that they would be important to
women. Is the NPD team correct?
:> No
Look at “Figure 34: Incidence of screen and design factors considered “very important”
in mobile phone purchase, by age, October-November 2011.” Read the analyst’s
comments above the table.

Why do younger consumers prefer touch screens?

:> Touch screens are more appealing and promote a sense of prestige.

Why do older consumers prefer large keyboard buttons?

:> Because they easily visible and enable easy keying of the letters or numbers.

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