4.3. Marketing strategy of Huawei.

And last company Huawei Device. Huawei actively cooperates with all Russian operators and cooperation it extends. On March 10 heads of the company presented the smartphones in Russia, and at the same time shared the vision of prospects of mobile broadband access. From serious, conceptual statements — Android platform recognition as priority for smartphones. Also the company management with all definiteness confirmed the business priorities. Mister Victor Hsu, the director of strategic planning and Huawei Device marketing, noted that the European operators very painfully react to the Samsung and HTC model. When the customized operator decisions at first are on sale, and then the same models start being issued under own brand of the producer. 80 percent of business of Huawei Device — business with operators, and the company does not intend to risk this business. For us it means that already let out and planned to release on the near future of the device will get on the market in the form of the customized and branded operator models.

Having considered three absolutely different marketing strategy, it is possible to draw a conclusion that each company has technological priorities on what the choice of the corresponding marketing strategy depends. Each of strategy is in own way unique, each of them is in own way successful.

5. Tendencies of development of the concrete international market

According to the vice-president of Strategy Analytics Devid Kerr, for the last seven years the market underwent drama changes and grew by 12 times (from 80 million "clever" devices in 2006 to 950 million in the 2013th). Key players, – so changed also, the share of dominating Android OS in the market began to correspond to a share of OS Symbian holding similar position in 2006, thus to Windows and Blackberry OS OS, mainly, grew rates, below the average market. At the same time Apple iOS, having created new market model and having introduced a set of innovations, still makes less than 1/5 all sold smartphones of 2013. Today the pure market leader is Android OS though he starts conceding the share to other operating systems in the separate markets – for example, recently let out OS Blackberry 10, and also Mozilla OS, Tizen OS etc. has good chances.

The executive director of the Wireless Device Strategies (WDS) direction of the Strategy Analytics company Neyl Mouston (Neil Mawston), in turn, confirms that Android OS starts giving in, while, however, only in the USA. "The termination of growth of a share of Android OS in the most significant market of a planet – in the USA became a key event of 2012. As a rule, everything that occurs there, then after a while repeats and in other markets – Europe, Asia etc. The market of the USA was the first where Android OS of the beginnings grow and found world value, the USA became also the first market where Android OS stopped the growth and its falling began. The tendency which has begun there, will inevitably come and to all other markets therefore a key task for Google is longer preservation of existing positive dynamics in other markets. Respectively, producers already now need to think how to live and on what to stake in post-Android world. Here the most perspective Windows Phone and Chrome OS, OS because of already built multiscreen ecosystem, and also in a low price segment – Mozilla OS" seem, – Neyl Mouston noted. (Picture 3)

Thus world deliveries of mobile devices, by Strategy Analytics estimates, made 1,6 billion units in 2012, thus, its growth did not exceed 1% because of global economic instability. Forecasts for 2013 is growth of the market by 3%. The countries of South East Asia, and first of all China became the main driver of growth of the market of smartphones. In all other markets stagnation (to-10% in North America) was observed. For 2012 China came out on top on sales volumes of devices in the world while the USA reserved only leadership in profitability. Thus 2/3 all sales in the People's Republic of China are the share of local Chinese brands – Huawei, ZTE, Lenovo, Coolpad while Samsung, Apple and Nokia began to play a supporting role, trying to be focused on srednetsenovy and bonus segments. (Picture 4)

2012 generated an interesting and extremely indicative phenomenon of domination in the market of two players. It is very easy to track it on global operational revenue from each sold device. If at Apple following the results of 2012 it makes $224, and at Samsung of $44, all other players have this indicator 10 times less: at LG and HTC for $3, at Nokia – $1, and go further unprofitable RIM which loses $24 from each sold device, Motorola (-$26) and Sony (-$6). The exception makes only Sharp with positive profitability from each device in $13. Generally at the expense of the superincome of two players (68,2% and for Samsung of 30,2% of profit are the share of Apple) the indicator of average profitability on the market on one device makes $34. (Picture 5)

At the same time the market of ordinary phones still very much we mean, it, of course, not so высокодоходен as the market of smartphones, but nevertheless in 2012 just like that from accounts it is impossible to write off 900 million sold "tubes". In 2013 this business will not lose the value – according to forecasts of Strategy Analytics, such phones about 700 million units will be sold. At the same time at the expense of gradual replacement of these "tubes" by the budgetary smartphones also there will be growth of the market of smartphones. Therefore, according to Mr. Mouston, already soon we will become witnesses of global transfer of R&D- activity of world grandees and attention of producers of devices there that next billion is called, – that is in developing states where the following wave of connections of mobile users is expected and there is a mass transition from use of "usual tubes" to cheap smartphones of initial level. First of all, it is Latin America (acceptance by the local leader of Telefonica of the Mozilla operating system is extremely indicative), China (in 2012 the country became the leading market on the volume of sold smartphones in the world, having outstripped the USA), India and Asia (high growth rates are observed, first of all, in an ecosystem of application developers), and also Africa (especially the countries located to the south of Sahara). (Picture 6)

As for the market of smartphones which it was sold in 2012 of 700 million units, here LTE support became the main driver of growth. And "fight for LTE" was won by two vendors – Samsung and Apple to which share over 70% of deliveries of devices with LTE support (65% in 2013) fell. It is connected with a variety of models, scales of business and the adjusted network of distribution that does almost impossible approach to them though someone from competitors. "Therefore we advise to the remained players already now to rely on LTE-Advanced (true 4G) and perspective technology and to save up competences and practical experience with technology that in the near future to leave from Samsung and Apple domination. Here it is necessary to remember that change of market leaders happens constantly: if in 2G Motorola, in 3G – Nokia, now 4G – Samsung and Apple dominated, the following wave will be just connected with LTE-Advanced and it is necessary for 2014", – the executive director of Strategy Analytics Neyl Mouston makes comments. (Picture 7)

Besides, according to him, great value in 2013 NFC support will have. Already now practically all new expensive models support this technology, this trend will accrue only, but this year it is expected also growth of the ecosystem of NFC. Bigger value would be had by Apple support that at once would open for technology the market of the USA most developed for today and would accelerate its global advance. However NFC ecosystem, let and less, than it was expected, will continue the growth, it will occur, first of all, at the expense of electronic payments (Mobile Wallet), transport applications, the sphere of safety, advertizing and impressive opportunities of use in a mass retail. In the future the sphere of use of NFC will extend, especially after in the market there will be a critical mass of users and devices with support of this technology, – if in their 2012 there were about 160 million, by 2017 in Strategy Analytics predict their number in 1,1 billion devices. (Picture 8)

Thus, in Strategy Analytics give three advice to producers for 2013: to concentrate on advancing development of the LTE-Advanced technology for which the market will ripen by 2014, to think of an era of post-Android and to begin an alternative choice (Windows Phone, Mozilla OS), and also to gain competences of NFC. On the other hand, the vice-president of Strategy Analytics Devid Kerr (David Kerr) urges to think also and over factors which would be capable to differentiate chosen mobile OS from other similar ecosystems in a form factor, marketing, appendices, the user experience. From there is a set of various factors which in aggregate are not inherent yet in any one OS: support of operators and global distribution through their networks, applications programming and improvement of the user experience, support of an ecosystem of HTML5, the correct price policy for each market, the corresponding marketing strategy etc. (Picture 9)

In this regard Mr. Kerr dared to describe in more detail the new mobile OS, in aggregate capable to replace a market niche at decrease in an existing share of Android OS. According to him, one of such alternatives new Blackberry OS 10 by means of which the company will be able to hold a set traditionally loyal to a brand of clients in Great Britain, Canada, Algeria, Indonesia is capable to become, Malaysia etc. Besides, Blackberry carried out very much a lot of work with application developers. Therefore in Strategy Analytics believe that BlackBerry will be capable to hold existing corporate clients, especially in such critical for safety of information spheres, as finance, the state structures etc. As a whole fight for existing base in 70 million owners of Blackberry devices of the previous models becomes defining direction of development for the company in the next 2 – 3 years. For platform growth in the mass market the company has to bring much more often to the market the most various models of smartphones and tablets. (Picture 10) 

As for announced on MWC 2013 Mozilla OS, the price category of these smartphones will be at the level of devices on Android OS of initial level, but advantage of Mozilla OS consists in mass support from mobile network operators (operator billing, the built-in branded services etc.). Characteristics on components for Mozilla OS smartphones will be the following: for initial level it is the processor of 1 GHz from Qualcomm, the HVGA screen on 2,5 inches and a chamber on 3 Megapixels; for a srednetsenovy segment it is the two-nuclear processor of 1,2 GHz, the qHD IPS display with a diagonal 4,3 inches, a chamber on 8 Megapixels. (Picture 11)

"Thus the main destination of smartphones on Mozilla OS is simple Internet access in use, a brauzing and online services, including for the vertical markets – the educations, remote medical diagnostics etc. But I do not think that such devices will intend for entertainments and to have such opportunities. This year we predict that in 2013 about 750 million usual "tubes" – in very many countries of the world penetration of smartphones lower than 10% will be still sold. Therefore desire of operators to give to these subscribers the subsidized cheap smartphones for 3 – 5 euros a month quite clearly. Just in this area Mozilla OS" has to shoot, – the vice-president of Strategy Analytics Devid Kerr commented in conclusion of a meeting. (Picture 12)