3. Segmentation of the concrete international market

Smartphones — it is a class of devices, in not smaller degree intended for information processing, than for communication. The smartphone — the device combining functions of the mobile phone and the pocket personal computer (PPC). Distinctive feature of the smartphone from phone is existence of rather developed operating system. It gives the chance to install the additional applications expanding possibilities of the device which can be created as the firm releasing the smartphone, and third-party developers. The PDA equipped with functions of GSM communication is called as a communicator, the smartphone - phone equipped with functions of the pocket personal computer.

In the budgetary mobile phones it is possible to meet only the most necessary functions, innovations here are generally reduced to change of appearance, polyphony and increase in operating time between recharges. On the opposite end of model ranges of producers there are the smartphones equipped with all last development.

Smartphones with touch screen is rather new type of phones, control with which is exercised by means of touch displays. The most known at present touch phone, is an Apple iPhone. Most likely, the success of this phone reminds success of the first "thin" device Motorola RAZR V3 which has generated the whole direction of thin phones. Today in the market almost all producers of smartphones I have devices with touch management. For example, Samsung, Nokia, LG, HTC, SONY and others.

Despite that producers tried to develop a segment of initial level in the market of smartphones, consumers prefer more equipped models, let and offered for higher price. So characterizes a situation in the market a site DigiTimes with reference to branch sources.

It led to that many producers weakened efforts on development and advance of products of initial level and are reoriented on the main and top segment. Thanks to that operators of cellular networks offer smartphones at the attractive prices (on condition of the conclusion of the contract), the most expensive models become available to consumers even.

In turn, operators are interested in advance of expensive models as buyers of simple models often use them as ordinary phones that, naturally, makes for operators less profit as the sales volume of additional services counting on each subscriber is reduced.

It is interesting that a priority "fancy" models are given not only consumers from developed countries, but also from the developing.

As the market extends, the prices of smartphones fall. The main segment is now presented by models worth $400-500.

In the OS market for smartphones the share of Android occupied over 50% (see tab. 3), having still strengthened a separation from iOS. And if sales of devices on Android grew by 87.8% in 4 quarter 2012, RIM sales during the same period fell to 44.4%. OS from Microsoft had a quite good fourth quarter, its share grew 1.2%.

In 2013 presence of other platforms will increase, rivalry between BlackBerry10 and Widows Phone will amplify. There will be also other alternative OS, in particular Tizen, Firefox, Ubuntu and Jolla.

Tab. 3. Structure of the world market of smartphones on OS in 4Q12 (in one thousand pieces)

Операционная система	4Q12	4Q12, доля рынка (%)	4Q11	4Q11, доля рынка (%)
Android	144,720.3	69.7	77,054.2	51.3
iOS	43,457.4	20.9	35,456.0	23.6
Research In Motion	7,333.0	3.5	13,184.5	8.8
Microsoft	6,185.5	3.0	2,759.0	1.8
Bada	2,684.0	1.3	3,111.3	2.1
Symbian	2,569.1	1.2	17,458.4	11.6
Прочие	713.1	0.3	1,166.5	0.8
Всего	207,662.4	100.0	150,189.9	100.0

Source: Gartner, February 2013

In 2013 of smartphones, according to Gartner forecast, it will be sold about 1 bln pcs. while all sales of mobile phones according to the company will reach level of 1.9 bln pcs.