Day 3 G mobile phone is to borrow to come back

With "SONY Ericsson (the Po)" turned and become pure of Japanese descent "SONY", February kyocera also began to spread in China mobile phone business and issued a double screen cellphone, NEC and leave the Chinese market in six years later once again planning mobile phone division. Between quietly, a few years ago out of the Chinese market, are making a comeback in the mobile phone.

Localization is the key

In 2005-2006, panasonic, Toshiba (the Po), mitsubishi, NEC DengRi mobile phone enterprise in the Chinese market is collective debacle, when one of the important reasons for the debacle, Japan is the world's first 3 G development one of the countries, mobile phone manufacturer also basic bound operators channel, but China 2 G phones era, the huge retail market competition from a mobile phone to enterprise success or failure, day now is ripe.

But as time passes by, China has walked into 3 G era. According to the statistical data of ai media consulting in 2011, according to the fourth quarter smart phone market of China of sales of 22.83 million, up 79.6%; China intelligence cell phone users difference is 223 million, accounting for 23.2% of the total mobile phone users. Relevant data to predict, domestic sales of smart phones this year will break 100 million department, this to any mobile phone manufacturer all has the huge attraction, the mobile phone of Japanese enterprise seems to once again see the hope.

But how to open the Chinese market again, of Japanese enterprise that mobile phone to is a daunting test. In Japan the domestic, mobile phone operators and depth cooperation, market research, etc by operators almost all depends, mobile phone manufacturer only research and development and the assembly can, research, promotion, sales these links all need not bother about, operation chamber of commerce for support. And in China, Japanese, enterprises need to trail for, get through all kinds of link, not enough localization experience, extremely hard to succeed. Th is urgently needed and local phone operators close cooperation.

In this respect, take the lead in the return of sharp moves rapidly. In 2011, the first to speed up product line in sharp transition, all products will switch to 3 G smartphones, but in 2010 years successful unicom custom again on the foundation of successful China telecom (the Po), China mobile (the Po) custom order, to take the lead in realizing the and in the three largest operators custom channel of comprehensive docking. And just starting to return to China market plan is will the kyocera hopes are the operators in them. According to information, its first released in China 3 G smartphones will be issued by China telecom customization.

The situation is not optimistic

Smartphone homogeneity in severe cases, is the appearance of the unique, cellphone features can attract part of the consumer. Japan's domestic 3 G smartphone development more mature, manufacturers of Japanese with ripe industrial design system, its unique appearance design is to pursue new consumers and female consumers have a lot of attractive.

However, due to the arrival of the era of 3 G, China mobile phone market has had the earth-shaking change, return to will not be easy.

The domestic market has been formed, day of mobile phone manufacturer wanted to break existing pattern was strongly will sniper. In the high-end market, when the enemy of Japanese mobile phone nokia (the Po), MOTOROLA (the Po) have scenery no longer, but the iPhone, samsung (the Po) by HTC (the Po) followed; And the low end of the market has been zte and huawei (the Po) one thousand yuan occupy smartphone; On the market in the international brand and homebred brand is in fierce competition, of Japanese vendors want to participate in will be difficult.

In addition, because from the Chinese market has for many years, consumers of Japanese mobile phone brand of widespread "alienation", it will no doubt of Japanese mobile phone will have to pay more efforts to get approved. In addition, low performance-to-price ratio of Japanese mobile phone is the shortcomings. Because of the lack of resources and the display screen technology, day is relatively higher priced mobile phone, plus many days is because the company can't form crop is smaller scale effect, as a result of the cost and relatively high price that will also be of Japanese manufacturers in China based on.

At present, the performance of the SONY cell phone is not satisfactory, 2011 SONY is expected total losses as high as 2.9 billion dollars. Cellphone business is concerned, new product launch too slow, localization high degree and product positioning not too reasonable issues affected SONY cell phone.