Smartphone brands to focus on mid-end market in 2017
VietNamNet Bridge - The mid-end market segment is expected to become the major battlefield for smartphone manufacturers in 2017.

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Previously, analysts assessed smartphone manufacturers’ technology capability and business strategy via their flagships. Today, flagships remain important to the tech world, but the sales competition is stiff in the midrange market segment.

The high number of potential buyers for affordable mid-end products is attracting high tech manufacturers. 

Oppo, after launching the first Find 7 into the market in early 2014, has nearly given up the high-end market segment and is focused on the mid-end. The satisfactory sales of F1, F1S, Neo 9 and Neo 7 show that high-end products are not the only way to success.

But why mid-end, not low-cost products? Analysts pointed out that in modern times, when the smartphone is an indispensable part of life, people will pay more to have better products. Though low-cost products have attractive prices, they cannot satisfy users’ requirements. 

Previously, analysts assessed smartphone manufacturers’ technology capability and business strategy via their flagships. Today, flagships remain important to the tech world, but the sales competition is stiff in the midrange market segment.

Technology firms, in order to improve the competitiveness of midrange products, are trying to equip products with advanced technologies, which only flagships had in the past.

Midrange products now tend to have metal covers instead of plastic, the cheaper material.

Manufacturers are also focusing on the screen and camera quality in these products. 

Galaxy J7 Prime, Asus Zenfone 3 Laser and  Huawei GR5 2017 models are all equipped with large full HD screens. Even HTC One ME, the product priced at VND6 million only, also has the screen with the resolution of 2K and IPS technology.


Galaxy J7 Prime has a lens with large aperture of f/1.9 which is good in low light and provides good depth of field and bokeh, while Asus Zonefone 3 Laser is equipped with a laser sensor and Oppo F1S has a 16mp camera selfie, targeting young women.

A fingerprint sensor was launched by Apple in 2013 when the manufacturer marketed iPhone 5S. However, just within three years, advanced technology is now on nearly all midrange products.

All manufacturers consider configurations as the key to conquer consumers’ hearts, though the production costs for midrange products is limited. Mid-end products nowadays all have large RAM capacity of up to 3-4 GB and memories of 32GB instead of 16GB.
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Thanh Lich

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