Market must be put into application. And
Market Segmentation HTC Desire According to (Philip Kotler, 2008) “Market Segmentation is the subdividing of market into homogeneous sub-set of customers, where any subset may conceivably be selected as market target to be reached with distinct Marketing Mix. Smartphones went from being a luxury and became an everyday tool for executives, students, employees and even for those who do not need even 50% of the capacity of these magnificent examples phones. Thus, thanks to overcrowding and the entry into force of Google’s Android operating system, 27% of cell phones on the market in 2011 will be smartphones.We’ve known for a while that Android was ahead of the competition, but we’ve never really seen a complete picture of what the entire smartphone market looks like. Fortunately for us, Nielsen released a new report which depicts how each manufacturer stacks up in the various U. S. smartphone market segments from November 2010 through January 2011.
Obviously, we always like to point out that Android’s 29% market share is a couple points ahead of Apple’s iOS, but it’s interesting to note that there are really only three major players in the Android segment.Within the 29% share of the smartphone segment that’s owned by Android, HTC has the lead with 41. 3%, followed by Motorola’s 34. 5%, and Samsung’s 17.
2%. The remaining 6. 9% is classified as “Other” and is made up by manufacturers like LG, SONY Ericsson, Dell, and Huawei. With this in mind any brand and company before launching a new product on the market there should be a market study and after analyzing the result, the segmentation of the market is the next step.
When the market has been classified after certain categories of consumers the marketing strategies must be applied.For example if the market is receptive to the new product certain price or promotion strategies must be put into application. And because HTC is such an important and well-corporation they can afford good publicity and higher prices as they focus on certain types of consumers.
Strategies Strategies regarding price might turn out to be vital marketing solutions in order to select mobile voice users. Price differentiations allows the company to sell their products even if they are the same or just similar to different organizations or enterprise customers.You probably noticed that the price is different in the majority of places or countries; it is unlikely to see the same price in two or three countries. This is the price differentiation strategies that HTC should implement to gain and take over the telecommunication market. Other strategies might include bundling more services in the same package and at attractive prices.
For example, voice service with internet connectivity or free download for certain websites.These multimedia features will attract the youth as they are always concerned about having the latest trends. For the younger people (late teens and twenties) who want to keep their fun lifestyles even as they enter the workforce. Paying extra for enhanced entertainment features — music, games, video, fun messaging. They don’t have as much money as the information and communication users, so they can’t pay as much for their phones.
There’s some evidence that this market sub-segments into game enthusiasts, music lovers, and so on.So working in relation with the various service providers to give a certain fee for each download from reputable websites so all parties benefit from the venture. Advertising The advertising market is in its infancy on the Internet and mobile innovations in the field should accompany the increase in use. This will result in a diversification of models and potentially higher incomes (Redemptions recent AdMob and Quattro Wireless respectively by Google and Apple show increasing interest in this market).The brakes are still many yet to this diversification, including the cost of innovation (as incorporated in a commercial application of augmented reality) and the lack of presence in other media as smartphone (like portable consoles). Today, the mobile enables users to do more than make and receive phone calls.
In addition to voice services, users have indeed access to data services such as SMS, MMS, content downloading and surfing the mobile Internet. Most of these data services become real media because they can carry both content and advertising. HTC InternetDownloads are critical issues for operators given the billions of dollars spent on upgrading their networks for one simple reason: not enough downloading is going on. The ring tone and mobile gaming markets no longer look to provide long-term growth potential, and, somewhat surprisingly, most handset owners simply store their pictures in their handsets without sending them on to others. As a consequence, texting remains the main source of revenue-generating data flows while push e-mail is increasingly popular, yet neither requires a 3G network to work satisfactorily.
With the likes of Nokia also planning to provide on-line music stores, side loading may also deprive operators of much needed revenue. By much improving the Internet browsing experience, HTC stands to gain a decent share of the worldwide market for handsets. In essence, therefore, the issue boils down to one critical proposition: HTC will make access to the internet on the move a much more pleasurable affair, but almost certainly not a satisfactorily speedy one for now.
But the venture may prove to be a generative source of income if everything can be linked and downloads can be made faster on the phone this could significantly improve day to day interaction Conclusion So if for instance most of these strategies are implemented HTC will in essence beat out its major rival Nokia and even the apple iPhone as this will give it a significant lead among its competitors with its innovative designs and ever changing concepts it could take the lead and lead the telecommunication market to an even brighter future.References Cohen, Eric. “How to Target Smarter. ” Target Marketing, May 1998, 58. Haim, Alexander, and Charles D.
Schewe. “The Portable MBA in Marketing”. New York: John Wiley & Sons, 1992. Moschis, George P. , Lee Euehun, and Anil Mathur. “Targeting the Mature Market: Opportunities and Challenges.
” Journal of Consumer Marketing, fall/winter 1997, 282. Sandhusen, Richard L. Barron’s Business Review Series: Marketing. 2nd ed. Barron’s Educational Series, 1993. Weinstein, Art.Market Segmentation.
Chicago: Probus Publishing, 1987. Foresman C. 2010 Apple grabs 17% of smartphone in latest quarter online retrieved 8th april 2011, from http://www. artechnica. com/apple/news/2009/11/applegrabs-17-0f-smartphone-market-in-latest-quarter. ars The myth of the smartphone market-who will buy smartphones? And what are the “killer” features? 2005, online retrieved 8th april 2011, from http://www. mobileopportunity.
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