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Page 1: (0%+1*&21%.).13(45$’*%6 3(0%+%4. - AU Purepure.au.dk/portal/files/45293601/Final.pdfsystem, that is open to ... jhseqlpqpghfe[!pf!ulkfrkir!lpqpghf!rpi!spuerrpi!miofrgofnlehfpifp!htnkqr!hm!uju#!8euup!

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Abstract

The smartphone market has experienced a major growth in the past few years and is a relatively

new market. The smartphone is a mobile electronic device, which runs an advance operating

system, that is open to installing new applications, is always connected to the Internet and provides

very diverse functionality to the consumer. This thesis analyses the challenges on the smartphone

market and the rivalling companies, which operate on the market.

The thesis analyse the market through an external analysis, which uses the framework from Lynch’s

Corporate Strategy. The external analysis is based on the general and immediate environment. The

general environment is analysed through a PEST-analysis, degree of turbulence and industry life

cycle. Factors that are identified as important are the technological and economical. The changes of

the factors can in the short run be predicted, but not on the long run. The immediate environment is

analysed through Porter’s Five Forces and Lynch’s Four Links. High entrants barriers and low exit

berries characterise the market, which gives potential for high stable profit. The rivalry appears to

be high, because of the potential growth and profit on the market. What seems to give success on

the market is the link with complementary products, which in the consumer perspective adds more

value to the product. The biggest companies on the market are Apple, Research In Motion, Nokia

and Samsung. The competitors are analysed through their strengths and weaknesses. A common

strategy of the companies is that they integrate their smartphone with other products in company

portfolio, in order to start the self-reinforcing cycle.

The findings in this thesis conclude that it is important for companies to enter the self-reinforcing

cycle. A large OS attracts producers of complementary goods and thereby makes it more attractive

for the consumer to adopt the platform, which attracts more producers etc.

!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 1 !

!

!"#$%&#'(%)*+,"+&'+-

!"#$%&'(&%$%)*""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""+!"#"!$%&'()*+,-((-./###################################################################################################################################################################0!"#1!$%&'()*2&%*3()%-./#########################################################################################################################################################4!"#5!62/%7.+.-./##########################################################################################################################################################################4!"#0!*),&8)#####################################################################################################################################################################################9!"#4!,)&%- #########################################################################################################################################################################################:!"#9!;-+,&%-) ################################################################################################################################################################################ "<!"#:!*6%=)8),############################################################################################################################################################################# ""!!"#"!$%&'()*+$*),-.-/-0.$01$+/2'')3+) """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !4!

"#>!?').!=&.,%6!(3==),!+@+,)* ######################################################################################################################################### "4!!"5"!$6'&*)70,,+"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !8!

,"#(-./(0%#1%1'2.("""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !3!1#"!$)+, ####################################################################################################################################################################################### ">!4"!"!$9:;$:03-/-+()$,0'<03* """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" !5!4"!"4$9=;$>(0.0?-+()$,0'<03*"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 4!!4"!"@$9A;$A0B-0(C3/C')33)$,0'<03* """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 4D!4"!"D$96;$6)(.0301-""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 45!

1#5!-.83+,%@!(-2)!A@A()!B-(AC ############################################################################################################################################## 51!1#0!2-D)!2&%A)+ ########################################################################################################################################################################## 50!4"D"!$EF)$-.*/'G.1)') """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" @H!4"D"4$ACI+/-/C)').*)$J'0*C(/)' """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" @8!4"D"@$K)L)'&.*2'""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" @5!4"D"D$MC.*)'"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" DN!4"D"H$O-L&3-+)'-.1 """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" D!!

1#4!2&3%!(-.=+############################################################################################################################################################################ 05!4"H"!$P.,0'?&3$Q070J)'&/-L)$3-.(+$&.*$.)/R0'( """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" D@!4"H"4$S0'?&3$Q070J)'&/-L)$3-.(+ """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" D@!4"H"@$Q0?J3)?)./&/0'+"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" DH!4"H"D$T0L)'?)./$3-.(+$&.*$.)/R0'("""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" D#!

+"#-4%-500(%/1%1'2.(""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 67!5#"!6$$() ###################################################################################################################################################################################### 4"!@"!"!$M0'/$0?"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" H!!@"!"4$A/F'()'$01$+L&1<)*)'""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" H4!@"!"@$A/'&/)1-)'"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" H@!@"!"D$O)+J0.+J'0,-3""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" HH!

5#1!%)+)6%A;!-.!*&,-&. ######################################################################################################################################################### 44!@"4"!$A/F'()'$01$+L&1<)*)'""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" H8!@"4"4"$A/'&/)1- """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" H5!@"4"@$O)+J0.+J'0,-3""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" HU!

5#5!.&=-6###################################################################################################################################################################################### 9<!@"@"!$M0'/$0?"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 8N!@"@"4$A/F'()$01$+L&1<)*)'""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 8!!@"@"@"$A/'&/)1- """"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 84!@"@"D$O)+J0.+J'0,-3""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 8@!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 2 !

5#0!+6*+3./!)()A,%&.-A+ ###################################################################################################################################################### 90!@"D"4$A/F'()'$01$+L&1<)*)'""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 8H!@"D"@$A/'&/)1- """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 8#!@"D"D"$O)+J0.+J'0,-3"""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 85!

6"#-4%-'5.$4%""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 87!

9"#'$//(01/50'$./( """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 3!!

:$'1)#! """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 3;!

:$'1)#, """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" 37!

:$'1)#+ """""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""""" ;<!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 3 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 4 !

!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 5 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 6 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 7 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 8 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 9 !

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 10 !

-

-

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 11 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 12 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 13 !

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Operating

System

3Q11

Units

3Q11 Market

Share (%)

3Q10

Units

3Q10 Market

Share (%)

Android 60.490,4 52,5 20.544,0 25,3

Symbian 19.500,1 16,9 29.480,1 36,3

iOS 17.295,3 15,0 13.484,4 16,6

Research In

Motion 12.701,1

11,0

12.508,3

15,4

Bada 2.478,5 2,2 920,6 1,1

Microsoft 1.701,9 1,5 2.203,9 2,7

Others 1.018,1 0,9 1.991,3 2,5

Total 115.185

,4

100 81.132

,6

100

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 14 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 15 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 16 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 17 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 18 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 19 !

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#

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 20 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 21 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 22 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 23 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 24 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 25 !

!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 26 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 27 !

!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 28 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 29 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 30 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 31 !

.

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!!

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LOISOQPFL#!.PRPFULZPFRP!tabel er en grafisk fremstilling af de forskellige faktorer og deres

indflydelse på den samlede turbulensgrad

Tabel 2.2.1: Opsummering af degree of turbulence

!Kilde: Egen tilvirkning af model i Ansoff, Igor, Implanting Strategic Management!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 32 !

-

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 33 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 34 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 35 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 36 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 37 !

!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 38 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 39 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 40 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 41 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 42 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 43 !

-

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 44 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 45 !

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#

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RPIPU!TQKLGHIJX!LEQLIYNNPI!RPL!NHJTQPJPFLYIP!TIHRONLPIX!HM!RP!NHJTQPJPFLYIP!TIHRONLPI!

LEQLIYNNPI!GHISIOMPIP!RPI!aMPI!KRKTLEHFPF#!

!

8PF!UPQWGHIULYINPFRP!^EINPQ!NKF!UPU!E!GHIVHQR!LEQ!UJKILTVHFP_JKINPRPL!WPR!KL!GIK!

UQOLSIOMPIPF!TPIUTPNLEWX!LEQGaIPI!VWPI!F\!KTTQENKLEHF!WYIRE!LEQ!TQKLGHIJPF#!2IK!PF!

TIHMIKJORWENQPIU!TPIUTPNLEWX!GZI!TQKLGHIJPF!WYIRE!JPR!VWPI!F\!SIOMPI#!.ZI!KFLKQQPL!KG!

ORWENQPIPX!KTTQENKLEHFPI!HM!SIOMPIP!TZ!PF!TQKLGHIJ!FZI!NIELEUN!TOFNLX!SPM\FRPI!TQKLGHIJPF!KL!

WHNUP!PNUTHFPFLEPQL#!8PLLP!UN\QRPU!RPF!UPQWGHIULYINPFRP!PGGPNL!PQQPI!lFPLWYIN!PGGPNLPIl!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!>4!(\F^V!U#!"<"!>9!+^VEQQEFM!U#!94!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 46 !

JPQQPJ!SIOMPIP!HM!KTTQENKLEHFUORWENQPIP#!$IHMIKJJPI!LEQLIYNNP!SIOMPIPX!UHJ!JHLEWPIPI!

ORWENQPIP!KL!UNKSP!GQPIP!KTTQENKLEHFPIX!UHJ!EMPF!LEQLIYNNPI!GQPIP!SIOMPIP!###!HM!UZ!WERPIP>:#!8PF!

UPQWGHIULYINPFRP!^EINQP!GHIPNHJJPI!SZRP!TZ!VKIR]KIP!HM!UHGL]KIPX!HM!NHJTQPJPFLYIP!

TIHRONLPI!NKF!RPIGHI!HTRPQP!E!RP!LH!MIOTTPI#!!

=HJTQPJPFLYIP!TIHRONLPI!LEQ!VKIR]KIP!NKF!WYIP!VPKRUPLX!RH^N_ULKLEHFPIX!^HWPI!HUW#!8PL!PI!

TIHRONLPI!RPI!MZI!UKJJPF!JPR!LPQPGHFPF#!&GLPUL!TKUUPI!REUUP!LEQ!PF!PFNPQL!JHRPQQPIX!GHIRE!

ORGHIJFEFMPF!PI!GHIUNPQQEMP!GIK!LPQPGHF!LEQ!LPQPGHFX!HM!RPIGHI!KGVYFMPI!NHJTQPJPFLYIP!

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#

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KTTQENKLEHFPIX!PQQPI!lKTTUXl!PI!PF!WYUPFLQEM!RPQ!KG!UJKILTVHFP!JKINPRPL!E!RKM#!;WPIL!

HTPIKLEWU\ULPJ!VKI!PF!HFQEFP!SOLENX!VWHI!RPI!NKF!NaSPU!HM!RH]FQHKRPU!KTTU!!LEQ!PFU!

UJKILTVHFP!LEQ!KL!ORWERP!GOFNLEHFKQELPLPF!KG!UJKILTVHFPF#!8EUUP!NaS!NKF!UNP!REIPNLP!GIK!

LPQPGHFPF!HM!HJGKLLPI!JPMPL!GHIUNPQQEMP!GOFNLEHFPI!UZ!UHJ!UTEQX!IKREHX!NHIL!HM!/$+!FKWEMKLEHFX!

LPNULSPVKFRQEFMUTIHMIKJJPIX!HUW#!2HISIOMPIFP!GEFRPI!ULHI!WYIRE!E!KTTU!TZ!MIOFR!KG!RPF!

PNULIK!GOFNLEHFKQELPLX!UHJ!RP!NKF!GZ!GIK!RPIPU!UJKILTVHFP>>#!6TTQENKLEHFPI!VKI!RPIGHI!GZPL!PF!

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!

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JHSEQGHIVKFRQPIPX!HM!MaIP!RPJ!LEQMYFMPQEMP!TZ!RPIPU!TQKLGHIJX!RPLLP!VKI!SERIKMPL!LEQ!

ORWENQEFMPF!TZ!JKINPRPL>c#!8PFFP!ORWENQEFM!VKI!FHMQP!UL\INPI!HM!UWKMVPRPI#!!

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SOLENNPI!TZ!LPQPGHFPF!PIX!KL!RP!UKJQPI!KTTQENKLEHFPI!GIK!JKFMP!ULPRPI!E!ULPRPL!GHIX!KL!

GHISIOMPIPF!UNOQQP!UaMP!TZ!RP!JKFMP!GHIUNPQQEMP!ORWENQPIPU!V`PJJPUERP#!=HJJEUUEHFPF!GHI!

UKQM!KG!KTTQENKLEHFPI!PI!TZ!HJNIEFM!5<b!E!RKMX!E!GHIVHQR!!LEQ!RP!4<b!_!c<bX!RPI!WKI!

NHJJEUUEHFPF!GHI!UKQM!MPFFPJ!LPQPORS\RPIFPc<#!8PL!JPRGaIPIX!KL!GHISIOMPI!RPIWPR!NKF!GZ!

SEQQEMPIP!KRMKFM!LEQ!REUUP!\RPQUPI!PFR!GaIVPF#!8PIFYUL!VKI!RPL!WYIPL!JPR!LEQ!KL!MEWP!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!>:!DEUEHF!*HSEQP!U#!>!>>!=EQRP!51!>c!=EQRP!51!c<!DEUEHF!*HSEQP!U#!c!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 47 !

U\ULPJORWENQPIFP!TIHGELX!UHJ!JPRGaIPIX!KL!RP!NKF!GHISPRIP!RPIPU!U\ULPJX!VWEQNPL!PI!PF!WP`!EFR!

E!RPF!UPQWGHIULYINPFRP!PGGPNL#!3RWENQEFMPF!VKI!HMUZ!JPRGaIL!JOQEMVPRPF!GHI!KL!HSUPIWPIP!

NOFRPIFPU!NaSUKRGYIRX!MPFFPJ!KTTQENKLEHFUSOLENNPIFP#!*PR!RP!LPNFHQHMEUNP!GIPJUNIERL!PI!

RPL!JOQEML!KL!HSUPIWPIP!NOFRPFU!KRGYIR!ORPF!RP!WPR!RPLX!HM!WEINUHJVPRPIFP!NKF!KFWPFRP!

RPLLP!LEQ!KL!LEQIPLLPQYMMP!IPNQKJPX!HM!UTP^EGE^PIP!TIHRONLPI!LEQ!RPL!PFNPQLP!UPMJPFLc"#!8PL!PI!

FKLOIQEMWEU!PF!UL\INP!GHI!WEINUHJVPRPFX!JPF!UTaIMUJZQPL!PI!HJ!RPLLP!PI!PLEUN!IEMLEMLX!HM!NKF!

UPU!E!GHISEFRPQUP!JPR!MIZoHFPIFP!UHJ!REUNOLPIP!E!$)+,_KFKQ\UPF#!@RPIQEMPIP!VKI!ORWENQEFMPF!

JPRGaIL!gU]EL^VEFM!^HULgX!UHJ!SPUNIPWPL!2EWP!2HI^PU#!6TTQENKLEHFPI!NaSL!LEQ!TQKLGHIJPF!

JPRGaQMPIX!FZI!GHISIOMPIPF!UNEGLPI!TQKLGHIJ#!8PLLP!PI!PF!UL\INP!GHI!JHSEQTIHRO^PFLPF!GHIREX!

FZI!LIYRPI!EFR!E!RPF!UPQWGHIULYINPFRP!PGGPNLX!HM!GZI!ORWERPL!RPIPU!TQKLGHIJX!UZ!SQEWPI!

GHISIOMPIPF!gQZULg!LEQ!U\ULPJPL#!

!

DPR!KL!GQ\LLP!NaS!KG!KTTQENKLEHFPIFP!HWPI!TZ!TQKLGHIJPFX!VKI!WEINUHJVPRPIFP!UNKSL!PL!WEMLEML!

JKINPR!GHI!NHJTQPJPFLYIP!TIHRONLPI#!8P!NHJTQPJPFLYIP!TIHRONLPI!PI!FaMQPF!LEQX!VWHIRKF!

PF!TQKLGHIJ!NKF!GZ!KRKTLEHF!TZ!JKINPRPLX!GHIRE!RP!NKF!ULKILP!RPF!UPQWGHIULYINPFRP!PGGPNL#!8PL!

NKF!UPU!TZ!E$VHFPU!UO^^PUX!VWHI!KTTQENKLEHFPIFP!VKI!GZPL!YIPF!GHI!RPFc1#!8PI!PI!SQPWPL!UNKSL!PL!

KGVYFMEMVPRU!GHIVHQR!JPQQPJ!REUUP!LH!JKINPRPIX!GHIRE!KTTQENKLEHFU_ORWENQPIPF!QPWPI!KG!

UJKILTVHFPU!NOFRPIX!HM!TQKLGHIJPFU!ORSIPRPQUP!KGVYFMPI!KTTQENKLEHFUORWENQPIP#!8PL!VKI!

SPL\RPL!KL!JHSEQTIHRO^PFLPI!UNKQ!WYQMP!RPF!IEMLEMP!ULIKLPME!GHI!RPIPU!UL\IPU\ULPJPIX!GHIRE!

ORSIPRPQUPF!KG!RPIPU!JHRPQQPF!KGVYFMPI!KG!UL\IPU\ULPJPIX!HM!WPR!ULaIIP!ORSIPRPQUP!KG!RPIPU!

JHRPQQPF!JPRGaQMPI!NHJTQPJPFLYIP!TIHRONLPI!LEQ!RPIPU!JHRPQQPF!E!GHIJ!KG!NHJTQPJPFLYIP!

VKIR]KIP!TIHRONLPI#!

!

5/</:-Y%S+)4+"*-&0"B'-A"#-"+*X%)B-%PMPIEFMUeULKLU!QEFNPL!HJVKFRQPI!UKJKISP`RPLX!UHJ!JKFMP!WEINUHJVPRPI!VKI!JPR!PL!QKFRU!

IPMEHFKQP!THQELENPIP!HM!LEQVaIPFRP!KRJEFEULIKLEHF#!8EUUP!NHFLKNLPI!NKF!WYIP!KG!EFLPIPUUP!GHI!

EFWPULPIEFMPIX!UNKL!HM!QHWMEWFEFMPIc5#!!$Z!UKJJP!LER!NKF!ULKLPF!HMUZ!WYIP!PF!ULHI!NOFRP!GHI!

WEINUHJVPRPIFP#!2HI!PNUPJTPQ!PI!RPL!KJPIENKFUNP!JEQELYI!PI!SPM\FRL!KL!KFWPFRP!

UJKILTVHFPUX!GHIRE!UENNPIVPRPF!TZ!LPQPGHFPIFP!PI!WPR!KL!UZ!MHRX!KL!RP!NKF!UPFRP!GHILIHQEMP!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!c"!DEUEHF!!*HSEQP!U#!"<!c1!=EQRP!55!c5!(\F^V!U#!"<"!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 48 !

RHNOJPFLPI!EMPFFPJ!RPJ#!'ZRP!/HHMQP!HM!6TTQP!VKI!VKGL!ULHI!EFLPIPUUP!GHI!RPLLP!JKINPRPLc0#!

;PIOFRPI!PI!RPI!%PUPKI^V!-F!*HLEHF!B%-*CX!RPI!PI!PF!WEINUHJVPRPF!RPI!VKI!UTP^EKQEUPIPL!UEM!E!

UENNPIVPR!EFRPF!GHI!UJKILTVHFPU#!8PFFP!GHIIPLFEFMUJHRPQ!VKI!WEUL!UEM!KL!WYIP!UO^^PUGOQR!GHI!

SOUEFPUUJKINPRPLX!HM!E!RPIPU!NOFRPTHILPGaQ`P!GEFRPI!JKF!RPL!VWERP!VOU!HM!2'-c4#!

DEINUHJVPRPIFP!PI!HMUZ!EFLPIPUUPIPL!E!KL!TZWEINP!QHWMEWFEFM!LEQ!RPIPU!GHIRPQ#!;PIOFRPI!NKF!

FYWFPU!TKLPFLQHWPFX!UHJ!VKI!ULHI!SPL\RFEFM!GHI!JKINPRPLX!HM!RPIGHI!PI!WEINUHJVPRPIFP!

FKLOIQEMWEU!EFLPIPUUPIPL!E!KL!GZ!EFRGQ\RPQUP!TZ!RPFX!UZ!QHWMEWPI!LEQ!RPIPU!GHIRPQ#!6FRIP!GHIJPI!GHI!

QHWMEWFEFMX!UHJ!WEINUHJVPRPIFP!NOFFP!aFUNP!KL!VKWP!EFRGQ\RPQUP!TZX!PI!MHRNPFRPQUPU!

U\ULPJPIFP!UHJ!2AA!HM!)A#!8PL!NKF!UN\QRPUX!KL!RPI!NKF!UYLLPU!UTaIMUJZQULPMF!WPR!HJ!REUUP!

MHRNPFRPQUPU!NHJJEUUEHFPI!NKF!WYIP!JPR!LEQ!KL!VEFRIP!LPNFHQHME!E!KL!SQEWP!ORWENQPL#!8PL!NKF!

UNP!WPR!GHI!PNUPJTPQ!KL!PL!TIHRONLX!UHJ!EFRPVHQRPI!PF!F\!LPNFHQHMEX!NKF!SQEWP!KGWEULX!HM!

RPIJPR!NKF!RPF!SQEWP!MQPJL!HM!ENNP!WERPIPORWENQPL#!!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!c0!=EQRP!50!c4!=EQRP!54!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 49 !

7/-V%"B6))+"*A"A&F'+--

*KINPRPLU!NKIKNLPIEULENKX!UHJ!PI!GYQQPU!GHI!WEINUHJVPRPIX!PI!REUNOLPIPL!E!$HILPIU!2EWP!2HI^PU!

HM!(\F^VU!2HOI!(EFNU!JHRPQ!HWPFGHIX!JPF!VWPI!PFNPQL!WEINUHJVPR!VKI!HMUZ!VKI!FHMQP!OFENNP!

PMPFUNKSPI#!DEINUHJVPRPIFP!VKI!VWPI!RPIPU!JZRPX!KL!VZFRLPIP!IEWKQEUPIEFMPF!HM!

NHFNOIIPF^PF!JPR!RP!aWIEMP!WEINUHJVPRPI#!8EUUP!WEQ!SQEWP!OFRPIUaML!E!RPLLP!KGUFELX!VWHI!RPI!

UPU!TZ!UTP^EGENNP!JOQEMVPRPI!GHI!WEINUHJVPRPIFP#!

!

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WEINUHJVPRPIFP!NHFNOIIPIPI!MPFFPJ!UL\IPU\ULPJPIFP#!8PL!PI!VPI!NKJTPF!HJ!UJKILTVHFP_

JKINPRPL!NYJTPUX!HM!RPL!PI!KG!RPF!MIOFR!KL!NHFNOIIPFLKFKQ\UPF!WEQ!KFKQ\UPIP!OR!GIK!

TIHRO^PFLPFU!WKQM!KG!UL\IPU\ULPJPL#!8PI!WEQ!ENNP!SQEWP!LKMPL!Va`RP!GHI!WEINUHJVPRPIFP!

\RPIQEMP!KNLEWELPLPI!HM!TIHRONLPI!TZ!KFRIP!JKINPRPI#!8PI!UaMPU!MPFFPJ!KFKQ\UPF!KL!SPUNIEWP!

VWEQNP!JZQ!HM!ULIKLPMEPIX!UHJ!WEINUHJVPRPI!KFWPFRPIX!HM!VPI!SPQ\UP!UTP^EGENNP!LIOUQPI!HM!

JOQEMVPRPI#!;PIOFRPI!WEQ!RPI!WYIP!PF!WOIRPIEFM!KG!VWEQNP!KFMIPSUULIKLPMEPI!PQQPI!

GHIUWKIUULIKLPMEPIX!RP!KFWPFRPI!HWPI!GHI!RPIPU!NHFNOIIPFLPI#!

!

2aI!KFKQ\UPF!SPM\FRPI!WEQ!RPI!WYIP!SPIPMFEFM!KG!JKINPRUNHF^PFLIKLEHFPF#!8PF!GHILYQQPI!

FHMPL!HJX!VWEQNPF!L\TP!JKINPR!WEINUHJVPRPIFP!SPGEFRPI!UEM!E#!8PL!MaIP!OR!GIK!PL!A%!EFRPi#!

*PR!RPFFP!IKLEH!PI!RPL!JOQEML!KL!UPX!VWHIRKF!JKINPRPL!PI!ORGHIJPLX!HM!RPL!NKF!VKWP!

EFRGQ\RPQUP!TZ!RP!WKQMX!UHJ!WEINUHJVPRPIFP!GHILKMPI!UEM!TZ!JKINPRPL#!)L!KG!RP!JPUL!KFWPFRLP!

JZQ!PI!PL!A%0!EFRPNUX!RPI!JZQPI!JKINPRUKFRPQPF!GHI!RP!GEIP!ULaIULP!WEINUHJVPRPI!TZ!JKINPRPL#!

!

CR5

= si

i=1

5

" = 19,1% +19% +15,7% +10,4% = 64,2%!

8PL!NKF!OR!GIK!SPIPMFEFMPF!UPUX!KL!RP!GEIP!ULaIULP!WEINUHJVPRPI!VKI!90b!KG!JKINPRPLX!HM!RPL!

SPLPMFPU!UHJ!PF!JPREOJ!NHF^PFLIKLEHF#!8PL!L\RPI!RPIGHI!TZ!KL!JKINPRPL!GHIPNHJJPI!KL!

WYIP!HQEMHTHQLX!VWEQNPL!SPL\RPIX!KL!RPI!GHIPNHJJPI!PF!QEQQP!UNKIP!KG!TIHRO^PFLPI!RPI!

RHJEFPIPI!JKINPRPLc9#!*PIP!SPULPJL!UZ!PI!RPL!REGGPIPFLEPIPL!HQEMHTHQ!TZ!UJKILTVHFP_

JKINPRPLX!RPLLP!UN\QRPU!KL!UJKILTVHFPF!PI!PL!VPLPIHMPFL!TIHRONLX!VWHI!GHISIOMPIPF!VKI!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!c9!(ET^o\FUNEX!jEQUHF!n!/HRRKIRX!U#"c:!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 50 !

TIYGPIPF^PI!HWPIGHI!TIHRO^PFLPF#!-!$HILPIU!2EWP!2HI^PU!SQPW!JKINPRPL!WOIRPIPL!LEQ!KL!VKWP!

QKWP!PiEL_SKIIEPIP!HM!Va`P!EFRMKFMUSKIIEPIPX!VWEQNPL!MEWPI!RPF!SPRULP!JOQEMVPR!GHI!PL!Va`L!

ULKSEQL!KGNKULc:#!8PLLP!VYFMPI!HMUZ!UKJJPF!JPR!JKINPRUGHIJPF!HQEMHTHQX!RK!RPI!PI!JOQEMVPR!

GHI!Va`!TIHGEL!TZ!QKFMUEML!GHIRE!EFRMKFMUSKIIEPIPIFP!PI!Va`Pc>#!8PL!SPL\RPI!KLX!RPL!PI!PL!

KLLIKNLEWL!JKINPRX!GHIRE!RPI!JOQEMVPR!GHI!ULHIP!KGNKULX!HM!RPL!NKF!RPIGHI!ORQPRPU!KL!

NHFNOIIPF^PF!JPQQPJ!WEINUHJVPRPI!PI!ULHI#!*KINPRUGHIJPF!HQEMHTHQ!VKI!HMUZ!EFRGQ\RPQUP!TZ!

RP!ULIKLPMEUNP!WKQMX!UHJ!WEINUHJVPRPIFP!LKMPIX!GHIRE!RP!PI!TZ!PL!JKINPR!GZ!KFLKQ!

WEINUHJVPRPI#!DEINUHJVPRPI!UNKQ!RPIGHI!HWPIWP`PX!VWHIRKF!RPIPU!VKFRQEFMPI!TZWEINPI!RPIPU!

NHFNOIIPFLPIX!HM!VWHIRKF!RP!WEQ!IPKMPI!TZ!VKFRQEFMPFcc#!

!

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TIHRO^PFLPIX!RPI!VWPI!IPTIYUPFLPIP!UKJKISP`RPL!JPQQPJ!VWPIL!TQKLGHIJ#!-!GaQMPFRP!MIKG!UPU!

GHIRPQEFMPF!KG!JKINPRUKFRPQP!GHI!1<""!GHIRPQL!OR!TZ!GHIVKFRQPIP#!

!

!

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!=EQRP[!VLLT[ee]]]#ER^#^HJeMPLRH^#`UTd^HFLKEFPI-RsTI3+151ccc"1!

!

!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!c:!$HILPI!U#!11!c>!$EFR\^N!n!%OSEFGPQRX!U#00c!cc!$EFR\^N!n!%OSEFGPQRX!U#00c!

"cX"<b!

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;,A!

&LVPIU!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 51 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 52 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 53 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 54 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 55 !

!

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!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!!"""!;HQQPFUPF!U#!":5!""1!=EQRP!5c!""5!=EQRP!5>!""0!DEUEHF*HSEQP!U#!40!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 56 !

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!

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!

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 57 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 58 !

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 59 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 60 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 61 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 62 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 63 !

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!

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 64 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 65 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 66 !

TIHRONLPI#!;PIJPR!GHISPRIP!JKF!SIOMPIHTQPWPQUPF!GHI!NOFRPFX!HM!MEWPI!RPJ!PL!EF^ELKJPFL!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 67 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 68 !

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 69 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 70 !

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 71 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 72 !

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 73 !

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!

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 74 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 75 !

#

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 76 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 77 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 78 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 79 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 80 !

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Markedsanalyse af det globale smartphone-marked

Andreas Langvad Handelshøjskolen i Aarhus

Kristian Norton Kierkgaard

!

! ! Side 81 !

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