 Luxury Mobile Phones
Market and Strategic Issues, Case Studies and Lessons, Future Trends and Forecasting
The factors that encourage success in the mobile handset market are changing. Until now handset performance, driven by hardware and components capabilities, combined with low price, have played a strategic role. In an era of mature markets, however, manufacturers are questioning whether low cost alone is an effective tactic or differentiator for the future. The success factor is now shifting into branding, product and brand identity, and brand loyalty from consumers. The premium image and brand power offered by luxury-branded phones is a core part of their difference, compared with general mass market-focused fashion phones.
This study demonstrates how the driving force behind the luxury handset market is closely related to handset manufacturers’ strategic approach of relying on brand power as one of their core competencies for the future. It also examines consumers’ attributes associated with luxury and brand power, the impact on the market from the perspective of each market participant, and strategic issues involved with brand management for manufacturers. It includes a case study which provides lessons in luxury handset brand management.
What Questions Does This Report Answer?
- What are the handset market environments in 2008?
- Why have the key success factors changed from hardware performance to brand power for handset manufacturers?
- Why are handset manufacturers introducing luxury branded handsets?
- What are the subcategories in the luxury handset segment and what are the differences and values for customers?
- What characteristics do consumers value in luxury handsets?
- What are the differences between the existing ‘Fashion’ segment and the fast-evolving ‘Luxury’ segment?
- What are the impacts of luxury handsets on market participants, from the perspective of mobile operators, manufacturers, consumers, luxury goods providers, and CDMs (customized design manufacturers)?
- Why is brand management important in the mobile handsets market?
- What are the strategic brand management and brand equity factors for handsets?
- How do manufacturers develop brand management programs for future success?
- What are the expected outcomes through brand management?
- Why do luxury goods providers target the mobile handset market to introduce their own branded phones?
- What are the key success factors that manufacturers and luxury goods providers should develop in co-branded luxury models?
- What are the key issues surrounding top five handset manufacturers in 2008, and what are their strategies for the future?
- What are the detailed forecasts for luxury handsets based on region and development entities to 2013?
Who Needs This Report?
- Handset manufacturers
- Service operators
- ODMs and OEMs
- Luxury goods providers
- Design houses and customized design manufacturers
- MVNOs
- Top brand companies
- Retailers
- Application and content providers
- Component providers
- Financial institutions involved with mobile communications
- Venture capitalists and other investors
Section 1.
EXECUTIVE SUMMARY
1.1 Overview
Section 2.
MARKET ISSUES
2.1 Market Environment in 2008
2.2 Value Transition in Handset
2.3 New Trend: Brand Power in the Mobile Handset Market
2.4 Why Luxury Mobile Devices?
2.4.1 Prestige vs. Masstige
2.4.2 Luxury Handsets and Luxury Brands
2.4.3 Fashion Phones vs. Luxury Phones: What’s the difference?
2.4.4 Willingness to Pay for Luxury Devices
2.5 Impact on the Market
2.5.1 Service Carriers
2.5.2 Manufacturers
2.5.3 Consumers
2.5.4 Luxury Item Providers
2.5.5 Design Houses
2.6 Consumer Segmentation Analysis for Luxury Devices
Section 3.
STRATEGIC ISSUES FOR MANUFACTURERS
3.1 Strategic Brand Management
3.2 The importance of Brand Management
3.3 The Expected Outcome from Brand Equity
3.4 Championing in Segments Associated with Consumer Awareness
Section 4.
CASE STUDY AND LESSONS
4.1 Case Study: Prada Phone by LG
4.1.1 Situation Analysis: Lack of Brand Power
4.1.2 Strategy and Tactics
4.1.2.1 Design Center
4.1.2.2 Infusion of Philosophy with Prada
4.1.2.3 Streamlined Consistency to realize Brand Power and Design Philosophy
4.1.3 Success in the Market
4.2 Lessons and Success Factor
Section 5.
MARKET PLAYERS: TOP FIVE MANUFACTURERS
5.1 Nokia
5.2 Samsung
5.3 Motorola
5.4 LG
5.5 Sony Ericsson
Section 6.
MARKET FORECASTS
6.1 Luxury Handset Shipments
6.2 Luxury Handset Shipments by Region
6.3 Luxury Handset Shipments by Entities
6.4 Collaborative Development Luxury Handsets Shipments by Region
6.5 In-House Development Luxury Handset Shipments by Region
6.6 Luxury Handset Revenue
6.7 Luxury Handset Revenue by Region
6.8 Luxury Handset Revenue by Entity
6.9 Collaborative Development Luxury Handset Revenue by Region
6.10 In-House Developments Luxury Handsets Revenue by Region
Section 7.
COMPANY DIRECTORY
ACRONYMS
SCOPE OF STUDY
SOURCES AND METHODOLOGY
NOTES
Tables
- Brand Values in Mobile Handset Manufacturers, Interbrand Ranking, 2007
- Brand Values in Luxury Items Providers, Interbrand Ranking, 2007
- Improved Financial Results to LG, LG, 1Q 2007 to 1Q 2008
- Luxury Handset Shipments, World Markets, Forecast: 2006 to 2013
- Luxury Handset Shipments by Region, World Markets, Forecast: 2006 to 2013
- Luxury Handset Shipments by Entity, World Markets, Forecast: 2006 to 2013
- Collaborative Development Luxury Handsets Shipments by Region, World Markets, Forecast: 2006 to 2013
- In-House Developments Luxury Handsets Shipments by Region, World Markets, Forecast: 2006 to 2013
- Luxury Handset Revenue , World Markets, Forecast: 2006 to 2013
- Luxury Handset Revenue by Region, World Markets, Forecast: 2006 to 2013
- Luxury Handset Revenue by Entity, World Markets, Forecast: 2006 to 2013
- Collaborative Development Luxury Handsets Revenue by Region, World Markets, Forecast: 2006 to 2013
- In-House Developments Luxury Handsets Revenue by Region, World Markets, Forecast: 2006 to 2013
Charts
- Brand Values in Mobile Handset Manufacturers, Interbrand Ranking, 2007
- Brand Values in Luxury Items Providers, Interbrand Ranking, 2007
- Improved Financial Results to LG, Operating Margin Percentage, 1Q 2007 to 1Q 2008
Figures
- General Segmentation for Handset Market
- The Evolution of Fashion Segment with Luxury Handsets
- Advanced Fashion Phone
- Vertu’s Handcraft Production Method
- Gresso: Black Aura Collection made with Wood material
- LG’s Brand Awareness in the U.S
- Luxurious Taste in Packaging
- Stylus Pen Resembling Luxury Mascara Pen
- Cases with Luxurious Emotion
- Minimalism for Consistent Design Philosophy
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Number of Pages:
| 48 |
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Number of Tables, Charts and Figures:
| 26 |
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Deliverable Formats:
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Price:
| Login |
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Release Date:
| 2Q 2008 |
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