In Russia, growing sales of "carrier" and budget models of smartphones
In Russia, smartphone sales are growing under brands of telecom operators. According to a study by J'son & Partners Consulting, in 2012 they occupied only 1.2% of the Russian market, and in 2013 they occupied already 6.3%. According to Svyaznoy , in 2014, prices for carrier smartphones were in the segment up to 3 thousand rubles. However, the sales scheme of such smartphones in Russia differs from the western one.
In the US, mobile operators sell their devices at a low price, and the main revenue comes from long-term contracts with subscribers. “Our operators slightly subsidize purchases, but they offer smartphones in the budget segments,” explains RBC representative of Svyaznoy Maria Zaikina. In addition, customers are often offered an Internet package. Thanks to this scheme, there is a change of ordinary phones to smartphones.
The representative of MTS Dmitry Solodovnikov identifies two sales schemes for carrier smartphones. In accordance with the first scheme, the smartphone is sold with the installed SIM card of a particular operator and with all the settings for a particular cellular network. “But if a person wants to insert such a SIM card, he can ask, and the phone will be“ unlocked ”right there in the salon. We do not have the right to impose our services on clients ”, Solodovnikov draws attention.
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In accordance with the second scheme, the device is sold at a significant discount. However, in order to receive a discount, it is necessary to purchase an operator’s package of services for several months.
The first place in sales of carrier smartphones in Russia was taken by MTS. Its market share reached 20%.
In 2013, MegaFon operator released its own smartphone, MegaFon Login. In 2014, the share of the company's own smartphones in relation to sales of the entire range of smartphones was 26%. In the salons of "Megaphone" budget models of smartphones in the range of up to 5 thousand rubles are in the greatest demand.
Moreover, this year the sales of budget smartphone models for the first time exceeded the sales of A-brands in Russia. B-brands accounted for 53% of total sales. A-brands (Apple, Samsung, LG, Sony) are lagging behind such brands as Huawei, Lenovo, Fly, Alcatel.
“In-brands come to a level of development when they can fully compete with leading global manufacturers, which is confirmed by the growth of their share,” told Kommersant President of Svyaznoy Michael Tach.
Euroset believes that the division of brands into classes A and B is no longer relevant. Instead, it is proposed to divide brands into old and new ones. “If we consider the market in terms of vendors, in the category of new brands Fly takes the leading position - 22% in physical terms and 19% in money terms. Alcatel is in second place with 19% and 17%, respectively, ”said Euroset spokesperson Uliana Smolskaya.
In the US, mobile operators sell their devices at a low price, and the main revenue comes from long-term contracts with subscribers. “Our operators slightly subsidize purchases, but they offer smartphones in the budget segments,” explains RBC representative of Svyaznoy Maria Zaikina. In addition, customers are often offered an Internet package. Thanks to this scheme, there is a change of ordinary phones to smartphones.
The representative of MTS Dmitry Solodovnikov identifies two sales schemes for carrier smartphones. In accordance with the first scheme, the smartphone is sold with the installed SIM card of a particular operator and with all the settings for a particular cellular network. “But if a person wants to insert such a SIM card, he can ask, and the phone will be“ unlocked ”right there in the salon. We do not have the right to impose our services on clients ”, Solodovnikov draws attention.
')
In accordance with the second scheme, the device is sold at a significant discount. However, in order to receive a discount, it is necessary to purchase an operator’s package of services for several months.
The first place in sales of carrier smartphones in Russia was taken by MTS. Its market share reached 20%.
In 2013, MegaFon operator released its own smartphone, MegaFon Login. In 2014, the share of the company's own smartphones in relation to sales of the entire range of smartphones was 26%. In the salons of "Megaphone" budget models of smartphones in the range of up to 5 thousand rubles are in the greatest demand.
Moreover, this year the sales of budget smartphone models for the first time exceeded the sales of A-brands in Russia. B-brands accounted for 53% of total sales. A-brands (Apple, Samsung, LG, Sony) are lagging behind such brands as Huawei, Lenovo, Fly, Alcatel.
“In-brands come to a level of development when they can fully compete with leading global manufacturers, which is confirmed by the growth of their share,” told Kommersant President of Svyaznoy Michael Tach.
Euroset believes that the division of brands into classes A and B is no longer relevant. Instead, it is proposed to divide brands into old and new ones. “If we consider the market in terms of vendors, in the category of new brands Fly takes the leading position - 22% in physical terms and 19% in money terms. Alcatel is in second place with 19% and 17%, respectively, ”said Euroset spokesperson Uliana Smolskaya.
Source: https://habr.com/ru/post/289824/
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