In intensifying with discount regulations and "winding", domestic manufacturers' low -end smartphone competition (Mynavi News) --Yahoo! News

By : ilikephone / On : 29/10/2022



"Xperia Ace II" sold by NTT DOCOMO is a compact model that does not support 5G, but has a good sale at 22,000 yen.Significantly contributed to Sony's recovery

値引き規制と“巻き取り”で激化、国内メーカーのローエンドスマホ競争(マイナビニュース) - Yahoo!ニュース

The domestic smartphone market in 2021 was a year when the low -end model of around 20,000 yen, which is lower than the middle class of around 30,000 yen, was secretly exciting. Behind this is another "winding", besides the government's terminal discount regulations. [Photo] "G'zone Type-XX", which was announced in au, is a folding terminal that has revived the Casio computer "G'zone", which has withdrawn from the mobile phone business. Low -end models are about to end in 2021, which supports Sony's breakthrough, which has a large aim to roll up 4G and 5g of past G'zone terminal users who can only use 3G, but looking back on the smartphone market is about to end. Isn't it the high -end model? In particular, in 2021, smartphones equipped with 1-inch image sensors such as "AQUOS R6" and "Xperia Pro-I" appeared one after another, and equipped with their own chipset "Tensor" and are equipped with AI-related functions. It can be said that it was a "hit year" with many characteristic high -end models, such as Google's "Pixel 6" series. However, behind such a high -end model, it was a low -end smartphone that could be purchased for around 20,000 yen, though not so high. It is Sony's breakthrough in the domestic market that shows its excitement. Sony has long been a strategy that focuses on high -end models, and the government has been severely reduced in domestic market share due to the strict regulation of smartphone discounts. However, according to a survey published by MM Research Institute on November 11, 2021, the market share of domestic smartphones in the first half of FY2021 has led to the sharpness and gaining the second largest share. A smartphone under the middle class has a significant effect on the breakthrough. In 2021, Sony introduced another low -end "Xperia Ace II" for NTT DOCOMO, besides the middle class "Xperia 10 III". Low price of 20,000 yen, 5,000 yen, 5.The sales volume has been greatly increased with a compact size that adopts a 5 -inch display, which contributed to the company's expansion. One of the factors that spurred the popularity of low -end terminals would definitely be the government's discount restrictions mentioned earlier. Just as Sony was sluggish due to a very strict restriction on smartphones due to the revision of the Telecommunications Business Law in 2019, the sales of high -end models would be expensive without discounts. It is certain that mobile companies have also been focusing on selling lower -priced smartphones. In addition to that, due to the deterioration of the economy due to the corona, the popularity of the 20,000 yen low -end model, which is cheaper than the middle class around 30,000 yen, which has recently been considered as a selling reason after discount regulation, has increased. It seems to have come. Recently, the number of low -ends has the same performance as the middle class one or two years ago, and it is also popular that those who do not have a strong commitment to smartphones have achieved some satisfying usability. It can be said that it spurred. In anticipation of the end of the 3G, domestic manufacturers who are strong in the annual layout will work to strengthen, but the recent popularity of the low -end models, "winding", has a significant effect. Winding refers to the transition to a new communication system that supports the terminal that is only close to the old communication method near the end. NTT DOCOMO is in the end of March 2026, SoftBank is late January 2024, and KDDI is approaching 3G. For that reason, the three companies are actively promoting winding to transfer people who use 3G terminals to 4G and 5G -compatible terminals. The toughness mobile phone "G'zone Type-XX", which KDDI announced on December 6, 2021 that the power was put in the au brand on December 6, 2021. "G'zone" is a mobile phone brand with high durability once provided by Casio Computer, but since the Casio Computer has already withdrawn from the mobile phone business, it is expected that new models are originally emitted. It wasn't. However, since the G'zone series has a very strong fan, such as continuing the same terminal for more than 10 years, it can be said that it was a barrier for KDDI who wants to roll it up. Therefore, with the cooperation of Kyocera, which works on the same highly durable terminal, KDDI will develop and revive a new terminal bearing the G'zone brand to promote the winding of G'zone users. That's right. However, among those who are currently using 3G terminals, few people have such a strong commitment, and many do not feel the need to buy a new device for new terminals, and have been using the same terminal for a long time. It is thought that there are many users. Therefore, in order to wind up, the mobile companies are trying to encourage the transition by subtracting the low -end smartphones at a low price, and having them buy a new one with a small burden. In addition, elderly users tend to feel more secure to domestic manufacturers than overseas manufacturers, so domestic manufacturers seem to be focusing on the lock lineup recently in line with such demand. For example, the ARROWS WE, a low -end terminal made by FCNT (formerly Fujitsu Connected Technologies), which started selling on December 3, 2021, not only NTT DOCOMO and SoftBank, which used to handle FCNT terminals, but also KDDI's au. The brand has been providing for the first time in eight years, and you can see that KDDI's support has been supported by working on a low -end model in anticipation of winding. Sharp also announced the low -end "AQUOS WISH" on December 6, 2021. Speaking of Sharp, the middle -class "AQUOS SENSE" series has been well expanded due to strong domestic share, but in response to lower -priced terminals, we have established new low -end brands. It was said that it was reached. However, AQUOS WISH is not only a low -end, but also has a growing interest in sustainability and SDGs, and is trying to differentiate from other companies by incorporating regenerative plastic materials into the body. The winding of KDDI will end in 2022, but the other two companies will continue, and it is thought that the Ministry of Internal Affairs and Communications discounts and consumers will continue for the time being. As a result, the competition over low -end smartphones in 2022 is likely to increase, and the lineup will be significantly expanded. Born in Fukushima, Masahiro Sano, graduated from Tohoku Institute of Technology. After developing digital content as an engineer, he turned into a mobile phone and mobile writer. Currently, he writes in a wide range of fields related to mobile phones, from industry trends to culture.

Masahiro Sano