Gartner Research

Driving Success in the Smartphone Replacement Market, China and the U.S.

Published: 09 May 2016

ID: G00301727

Analyst(s): CK Lu , Luis Anavitarte, David Glenn, Tuong Nguyen


China and the U.S. together accounted for 45% of $325 billion in global mobile phone revenue in 2015. Marketing managers should be aware of cultural, channel and income differences that influence consumers' purchase decisions.

Table Of Contents
  • Impacts


Impacts and Recommendations

  • Chinese consumers rely heavily on their smartphones compared with those in the U.S., which challenges smartphone marketing managers to provide an appropriate smartphone experience across different regions
  • The U.S. is still heavily controlled by CSPs, while China is returning to a retail focus, which makes channel strategy more complicated for smartphone marketing managers to plan the right product for the right channel
  • The emerging middle class in China is moving up smartphone tiers, which creates the dilemma that smartphone marketing managers have to increase brand premium while maintaining hardware price

Gartner Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.