Data Select managing director Roy Taylor thinks adding value in distribution will be key this year, with manufacturers able to counteract a difficult period through clear differentiation in handsets
“2012 will be about adding value in distribution to both customers and vendors. The market is mature, business is fiercely competitive and growth can only come at the expense of rivals.
æManufacturers will need to work more closely with distributors and resellers to fight for market share, while at the same time driving consumer demand through marketing.
“As the smartphone revolution marches on, historical product segmentation of low-, mid- and high-tier devices will increasingly diminish. Differentiation will need to be more specific, with rugged, senior and talk-and text devices all having greater emphasis. 2012 will be a tough year for manufacturers, with even established brands struggling.
“Android will explode in the B2B channel, with bespoke apps providing resellers with incremental profit opportunities.
“Windows will continue to sit on the periphery, struggling to gain traction and catch-up unless the operating system is delivered on an entry-level smartphone and hits the all-important price points needed in the channel.”