HTC, Huawei, LG, Motorola, Sony & ZTE: How can they beat Apple & Samsung?
Samsung and Apple have emerged are the new leaders in the mobile industry replacing legacy brands like Nokia, Sony, Motorola and RIM. The growth of smartphone has allowed new players like HTC, ZTE, LG and Huawei to grab a slice of the market as well. But the big question for all brands remains the same: How do you beat Apple and Samsung? This briefing explores the following key questions relevant to handset brands:
1. What should handset brands focus on? Product mix or customer segments?
2. What is the one key factor that drives youth handset purchase and how can brands measure it?
3. What success metric links marketing to profits and can be used to track progress made by handset brands?