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Communications - Mobile Handheld Devices

Mobile World Congress 2012 Observations: Smartphones

March 12, 2012 / Eddie Han

14 Page, Radar

US$600 (Single User License)

Abstract

MWC held at the beginning of every year is usually regarded as the indicator of how mobile communications industry will develop in the future to come. At MWC 2012, major Smartphone branded vendors placed priority on models featuring quad-core CPUs, enhanced camera functions, and 5" large displays. With the rise of emerging markets, it is observed that vendors also rolled out Smartphone products that could help them increase revenue and market share. This report offers insight into the product strategies adopted by individual vendors and key differentiators that they are focusing on based on our analyst's first-hand observations at MWC 2012.

Table of Contents
1. Background

2. Quad-core Processors to Narrow Performance Gap among Branded Vendors, Enhances Game Quality

2.1 The Optimal Choice for Challengers to Catch Up

2.2 Multi-tasking Performance Enhancement Delivering Gaming Experiences Equivalent to Handheld Game Consoles

3. Enhanced Camera Functions to Create Key Differences that Strengthen User Visual Experiences

3.1 HTC New Smartphones Featuring Large Aperture, 0.2 Second Autofocus, and 99 Continuous Shooting

3.2 Nokia's 41-Megapixel Smartphone Camera Creates True-to-life Images without Losing Sharpness

4. 5" Display Screen Smartphones Delivers Entertainment and Productivity

4.1 Electromagnetic Stylus-Equipped Smartphones Focusing on Note-taking, Graphic-editing Functions

5. Android and Tango to Compete in the Mid-range and Value-line Markets

MIC Perspective

Appendix

List of Topics
Background introduction, touching on core product design of Smartphones demonstrated at MWC 2012

Smartphones with quad-core CPUs released by companies aiming to catch up with current market leaders, quad-core chips bringing multi-tasking performance enhancement

Smartphones with enhanced camera features, such as large aperture, high resolution, and other functions, in a bid to strengthen user experience and provide true-to-life images

Smartphones with 5" display screen deliver entertainment as well as productivity, stylus-equipped Smartphones to provide tablet-like user experience

Current competition in mid-range and value-line markets, specifications and features of HTC's Dragon series Smartphones and Nokia's Lumia 610 model running on Tango OS

Analysis of quad-core Smartphones released by respective vendors at MWC 2012, future Smartphone market development in 2012

Companies and organizations analyzed or mentioned in the report include: Adobe, Apple, CES (Consumer Electronics Show), Fujitsu, GSMArena, Hisilicon, HTC, Huawei, LG, MIC (Market Intelligence & Consulting Institute), MWC (Mobile World Congress), Nokia, Nvidia, Panasonic, Qualcomm, Samsung, ViewSonic, ZTE

List of Figures
Figure 1 Sonic 4 - Nvidia Game Demonstrated at MWC 2012

Figure 2 Eden to Greeeen - Nvidia 3D Game Demonstrated at MWC 2012

Figure 3 HTC One X Camera and Image Sense Interface

Figure 4 Sensor Comparison Between the Nokia 808 PureView and General Consumer Digital Cameras and Mobile Phones

Figure 5 LG Optimus Vu Delivers more Tablet-like User Experience than Samsung's Galaxy Note Featuring 5.3" Display

Figure 6 Editing Mode of the LG Optimus Vu after QuickClip

List of Tables
Table 1 Quad-core CPU Models Introduced by Branded Vendors at MWC 2012

Table 2 Specification Comparison Between HTC One S and Nokia 808 PureView

Table 3 Models with 5" Display or Larger Released at MWC 2012

Table 4 Specification Comparison Between the LG Optimus Vu and the Galaxy Note with 5.3" Display

Table 5 Technology Comparison between Electromagnetic Stylus and Capacitive Stylus

Table 6 Specification Comparison Between HTC Dragon Series and Nokia Lumia 610

MIC Perspective

Quad-core to Become Market Mainstream; HTC Expected to Lead Android Team in 1H 2012

Several quad-cord models were released at MWC 2012. Samsung's next generation flagship model tentatively named "Galaxy S3" is also projected to adopt an Exynos quad-core CPU developed by the company itself. Even though it is still unknown what type of CPU will Apple adopt for its next products, it is forecasted that quad-core CPUs will become the market mainstream in 2012.

At MWC 2012, Android quad-core products rolled out by respective vendors have very similar hardware specifications. Nevertheless, HTC's products still captured high-level of attention due to high system performance and the product strategy focusing on both software and hardware development. HTC's products feature a high-resolution camera, headset, and the HTC Sense 4.0 user interface, indicating HTC's efforts to bring together applications and high-specification hardware. Despite of the comments that no major breakthrough in product innovation was seen at MWC 2012 compared to the past, HTC successfully distinguished itself from other vendors. Huawei, ZTE, and Fujitsu have made relatively late forays into the high-end Smartphone markets in Europe and the United States, where HTC still dominates due to its advantage as a forerunner. Meanwhile, HTC has been working on the enhancement of its software and hardware capabilities and at the same time on the establishment of partnerships with various telecom operators. Since Samsung's new products will be launched no sooner than May this year, it is anticipated that the market will face the situation for around a quarter in the first half of 2012 where not much new products will be launched. Therefore, HTC is projected to stand out in the Android team during this period.

Appendix

Glossary of Terms

AMOLED		Active Matrix Organic Light Emitting Diode
CPU		Central Processing Unit
DSLR		Digital Single Lens Reflex Camera
NFC		Near Field Communication

List of Companies

Adobe
Apple
CES (Consumer Electronics Show)
Fujitsu
GSMArena
Hisilicon
HTC		宏達電
Huawei
LG
MIC (Market Intelligence & Consulting Institute)		資策會產業情報研究所
MWC (Mobile World Congress)
Nokia
Nvidia
Panasonic
Qualcomm
Samsung
ViewSonic
ZTE

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