Taiwan market: Smartphone shipments to reach 8-8.5 million units in 2017
Max Wang, Taipei; Steve Shen, DIGITIMES [Wednesday 21 December 2016]
Shipments of smartphones in the Taiwan market in 2017 are expected to be flat on year, totaling about at 8-8.5 million units, according to sources from local retail channels.
Since the strategy of promoting smartphones by highlighting product and technology differentiation has increasingly become less effective, some international brands have shifted their focus to promoting brand image as a means to ramp up sales in the local market, indicated the sources.
For example, Sony Mobile has been focusing on promotion of high-end models counting on a relatively high brand loyalty to its products by local consumers, said the sources.
While offering upgrades for interfaces and memory capacity for its existing models, Samsung Electronics has been adding more sales outlets to promote its products, added the sources.
However, Asustek Computer is expected to continue to release models with high price/performance ratios in a bid to compete with local rival HTC and other China-based brands, including Oppo, Huawei and Xiaomi Technology.
Meanwhile, the ratio of entry-level to mid-range models to total smartphone shipments in the local market is expected to continue to rise in 2017, up from the current level of 45%, the sources estimated.
Source: Taiwan market: Smartphone shipments to reach 8-8.5 million units in 2017
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