(MENAFNEditorial)
With the expansion of low-cost smartphones in Colombia from renowned brands such as Alcatel Nokia and Samsung and less renowned such as Blu and Bmobile smartphones are becoming more affordable for consumers within mid- to low-income groups. Smartphones having a decent camera access to time-saving and convenient applications and an agile response from touch screens along with access to the internet though prepaid services or Wi-Fi hotspots are enough to convince a large group of newcomers to shift away from feature phones. In this environment not only high-tier smartphones but the latest launches boost the aspirational needs of mobile phone users making people of all income levels want the latest phone as it is also a symbol of social status. Despite still high theft levels of mobile phones being considered a discouraging factor for users consumers may overcome the fear of being victims of phone robbery to leverage the full potential of mobile telephony more so with the deployment of the 4G LTE service and liberalisation policies from the government.
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Competitive Landscape
Alcatel held the second largest retail volume brand share of mobile phones in Colombia in 2013 (12%). The company TCT Mobile International Ltd launched its local operations in 2013 as it was in charge of distributors before producing its brand to revamp its sales. The company has increased its promotional and marketing activities in collaboration with telcos using their circulars and implementing exhibition spaces within their stores to allow consumers to try and to feel the products. Alcatel took the top place in feature phones in 2013 with a 17% retail volume share relegating to second place the former leader Nokia which made a strong move to smartphones. With a 23% retail volume share in 2013 Samsung Electronics Colombia SA was the leader in smartphones thanks to a very strong advertising campaign and a very complete portfolio including basic low-end smartphones with not necessarily neglected functionalities seen in higher-end products like its Samsung Galaxy S line. The leader of feature phones Alcatel took fourth place in smartphones in 2013 thanks to the successful launch of its Alcatel One Touch portfolio. It is important to note that this portfolio includes the first smartphone with Firefox OS available in Colombia which has drawn the attention of a significant group of loyal Firefox browser users.
Industry Prospects
As predicted in previous editions smartphones will cannibalise feature phones over the forecast period. Feature phones in Colombia is likely to see a 25% CAGR decline in retail volume sales while smartphones will see retail volume sales grow at a 12% CAGR basically due to rapidly reaching saturation over the forecast period. However penetration rates are likely to continue to be over 100% and shorter replacement cycles will keep sales of smartphones at significant levels. Many people may be tempted to have more than one mobile phone thanks to decreasing unit prices of devices the internet and voice plans (however a great part of voice is likely to travel through data channels thanks to more powerful technologies like 4G LTE). Resistance to migrating towards smartphones will be reduced and may be mostly represented by older consumers in the same way as when mobile phones were first launched in Colombia.
Report Overview
Discover the latest market trends and uncover sources of future market growth for the Mobile Phones industry in Colombia with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available understand competitive threats with our detailed market analysis and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Mobile Phones industry in Colombia our research will save you time and money while empowering you to make informed profitable decisions.
The Mobile Phones in Colombia market research report includes:
* Analysis of key supply-side and demand trends
* Detailed segmentation of international and local products
* Historic volumes and values company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology conducted in-country
Our market research reports answer questions such as:
* What is the market size of Mobile Phones in Colombia?
* What are the major brands in Colombia?
* What is the growth rate for Mobile Phones in country?
* How many 3G mobile phones were sold last year?
* How will the introduction of 4G mobile phones impact the mobile phone market?
Reasons to Get this Report
* Gain competitive intelligence about market leaders
* Track key industry trends opportunities and threats
* Inform your marketing brand strategy and market development sales and supply functions
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