Mobile phone makers plan to cash in on the growing popularity of touchscreen phones by offering more mobile digital content and applications and launching mass-market models at competitive prices in emerging markets.

Manufacturers such as Nokia, Samsung, HTC, BlackBerry and LG have launched touchscreen models this year, but most of these products are in the higher price segment. Now the companies are changing their strategies to tap the considerable potential of the touchscreen market.

"According to our consumer research, making phone calls represents only 12 per cent of the time a Nokia Nseries owner uses his or her device during a typical day," said Tala Toukan, Communications Manager, Lower Gulf, at Nokia Middle East and Africa.

"The remaining 88 per cent is spent on other activities like listening to music, taking and uploading photos, web browsing, e-mail and messaging. We expect this trend to expand to millions of people as advanced devices become more affordable in emerging markets.

"With the Nokia 5800 XpressMusic we introduced our first mass-market touchscreen at a price point targeting a much broader, younger audience. The device has sold more than a million worldwide within a few months of its introduction.

"Within the Nokia Nseries we recently introduced the Nokia N97, which combines touch and a physical keyboard, and it will be arriving in the UAE market in June."

Sandeep Saihgal, General Manager of Mobile Phones at Samsung Gulf Electronics, said: "This year will see touchscreen technology becoming the primary driving trend in mobile phone devices for Samsung Electronics. We're seeing a major shift towards smartphones in the Middle East and research shows that more than one in four handsets will be a smartphones with more than 1.5 billion being sold in 2010. Samsung has 25 per cent of the global market for full touchscreen phones, estimated at 37 million units."

Samsung Electronics has seen increasing demand for multimedia and internet-based applications.

"Consumers want to enjoy mobile phone content and internet browsing," said Saihgal. "Samsung has released several touch-based flagship models already such as the D980, Omnia, Ultra Touch, Android and the soon-to-be-launched Acme, the only phone that enables the user to record and play back videos in HD format.

"Today consumers want to have a mobile phone with all the features they need on the go. Growth will be driven by touchscreen applications that enable the consumer to enjoy accessible and relevant mobile phone and internet browsing. As attention shifts towards touchscreen smartphones we foresee a bright future."

HTC has primarily focused on the smartphone market and aims to tap the potential of mobile internet and easy-to-download applications.

Kevin Cheng, General Manager of HTC Middle East, Africa and CIS, said: "Touchscreen technology is most certainly growing in popularity, with an increasing number of manufacturers bringing such devices to the market.

"HTC has pioneered this technology over the past decade and delivers touchscreen handsets on both the Windows Mobile platform and the new Android operating system. The increasing growth and acceptance of touchscreen mobile phones will enable users to be highly efficient through better communication and have access to a variety of information and services at the flick of a finger."

Many consumers expect to access information and entertainment and are ready to purchase content, communicate or participate in Web 2.0 communities. Mobiles have become known as the "fourth screen" – after the cinema, TV and computer.

Toukan said: "Mobile devices are becoming a popular platform for people to enjoy digital content and share their experiences. High-end mobile phones have evolved into multimedia computers that offer the functionalities of many portable single-purpose devices – camera, music player, pocket computer, GPS and more – in a multi-purpose converged device that is always with you and always connected."

Saihgal said the global economic crisis had created demand from consumers for phones with improved features and usability.

"Today consumers want a feature-packed smartphone at an affordable price," he added. "They are not willing to compromise on technology when buying a phone at competitive prices."

Cheng agreed: "As the market becomes increasingly competitive we would expect this to impact on the choice, quality and price the consumer can enjoy."

 

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