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1.1 Market definition and scope of the study

Smart phones are mobile devices with advanced software similar to a computer. Smart phones offer a wide range of services which go beyond messaging and calling; for example, a smart phone can run applications, send e-mails, and connect to the web.

The first smartphone was invented by IBM in 1992 and made available in 1994. Fast forward to 2019, and 2.71 billion people in the world are smartphone owners. [Leftronic] Moreover, according to a survey by Crédoc 82% of the French population uses their smartphone every day, up 3% since 2017.

1.2 The Global Market's Rapid Growth

Source: ****

The global smartphones market has experienced rapid growth in the previous years; CAGR amounts to **% and the total growth rate to ****% between **** and ****.  

However, in **** the market dropped for two primary reason: according to Anshul Gupta, Director at Gartner, consumers are choosing higher quality products and keep them for a ...

1.3 The European Smartphone Market

Source: ****

Western Europe has experienced a volatile stream of revenues for smartphones, seen by the graph above : smartphones sales in Europe were **.* billion dollars in ****, and reached ** billion dollars in ****. This stems from uncertainty in the economy.

Samsung Leads the Way and Europe Shows Strong Growth

Source: ****

The table above shows ...

1.4 France National Market

National Market Displays A Decline in Growth

Source: ****

The aggregate of smartphones shipments to France has been declining over the past years, reaching ** million in ****. This corresponds to a total decline of *.**%, or CAGR -*.**%. Gfk attributes this decline to the maturity of the French market.

Crédoc reports that in ...


2.1 Profile Analysis: The French Consumer

This section’s focus is to highlight and understand the consumer behavior patterns in France. Moreover, it breaks down what products French consumers seek, and why. Finally, it looks at trends shaping the French market for smartphones.

The French Consumer – Demographics

Source: ****

According to ARCEP, in **** **% of people in the age ...

2.2 Sales Are Driven by E-commerce

France has seen an increase in the number of phones sold online; according to Euromonitor, the market share of online sales has grown by **.*% between ****-****, or CAGR *.*%. In ****, online sales made up **.*% of the market. Meanwhile, this growth has cannibalized on both Grocery Retail (***) which have seen their market share ...


3.1 The Smartphone Value Chain

Source: ****

3.2 Sales Dominated by Two Brands in 2019

Source: ****

The French market is hegemonized through the dominance of the sales of two brands: Samsung and Apple. In ****, the two held on average **% of the market share of smart phones sold in France, as depicted below.

Finally, Xiaomi is a new entrant on the French market. Here it has operated ...

3.3 Production & Distribution

Store-Based Retailing

Source: ****

Non-grocery specialists accounted for the largest fraction of sales in stores in **** (***). Included in this segment are Electronics and Appliance Specialist Retailers, and Other Non-Grocery Specialists. Secondly, Grocery Retailers, i.e. Discounters, Supermarkets, etc., accounted for **.*% of total smartphone sales. Finally, *.*% of sales pertained to Mixed Retailers in ...


4.1 Product Features and Comparison

Source: ****

In the feature comparison, Huawei and Xiaomi share the first spot; they are included in the ranking three times. Apple's iPhone and Motorola follows in second place. Notable is that Samsung's products only place top three in the Battery Life category. Moreover, Motorola is dominant in battery life, a brand ...

4.2 Prices - Smartphone Comparison

Source: ****

Due to the dynamics of the smartphone market and the constant supply of new models, we have decided to include a comparison for the most recent models for each brand, and models which will continue to be sold throughout ****. Moreover, it should be noted that pricing various greatly depending on ...

4.3 Price Breakdown – A Comparison

Source: ****

When comparing the three models, the Samsung has the highest production cost (***).

4.4 Supply Trends

Innovation Through Applications – Not Hardware

Leif-Olof Wallin from Gartner, a research firm, states that consumers are tired of ever-increasing prices of smartphones. He claims that smartphone producer’s recent focus has been to innovate in applications and services offered through smartphones, rather than the actual hardware. He mentions that all in ...

4.5 Summary of Market Determinants


5.1 Overview of current Regulation

The European Union has implemented requirements that every smartphone has to meet. These requirements follow a precautionary principle with regards to the electromagnetic waves coming out of the devices in order to keep the potential consequences on human health under control, as they appear to remain unclear.

Smartphones thus have to ...


6.1 Segmentation

The Objective of this section is to give an extensive knowledge of the companies currently present on the market.

  • Samsung
  • Apple
  • Huawei
  • Sony
  • Nokia
  • Xiaomi

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chargé d'études économiques, Xerfi

Hugo Schott

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Mathieu Luinaud

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PhD Industrial transformations

Robin Charbonnier

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Pierre Doussau

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President Ross Alumni Club France

Arnaud Walter

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Analyste de marché chez Businesscoot

Amaury de Balincourt

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Pierrick Cudonnec

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Maelle Vitry

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Michela Grimaldi

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Jules Decour

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