We’re in a period of almost constant change and there is no industry that embodies that quite like the mobile industry. Over the past three years the landscape has changed almost beyond all recognition with the established manufacturers giving way to the up and coming players. So just who is leading the pack these days?
Asymco have produced a series of graphs that attempts to answer that question. The first graph we see shows how the various manufacturers have performed over the past three years with respect to market and profit share. If the arrow is going up then profit share is going up, going down and profit share is going down. If the arrow is heading right then marketshare is increasing, heading left and it’s decreasing.
You will notice that Sony Ericsson’s arrow points in all the wrong directions. Profit share is down and so is marketshare. They’re the mirror image of RIM, which has steadily increased both. Notice also that Nokia and Apple are mirroring each other. Whilst neither company’s marketshare has risen or fallen dramatically their profit share has undergone some very dramatic changes.
In the two graphs below we can compare how each of the companies has changed over the last three years.
Again it is not good news for Sony Ericsson. In 2007 they had the third highest profit share and their marketshare was in the top four. Indeed they were only behind the real heavy hitters of Nokia, Samsung and Motorola (yes Motorola was a heavy hitter). That’s a pretty good position for a relatively small manufacturer.
Let’s fast forward to 2010 and Sony Ericsson are a shadow of their former selves. Profit share has gone into free fall and instead of being one of the highest is now one of the lowest. Unlike Nokia, which has managed to stem its marketshare decline even as profit share declines, Sony Ericsson has also seen its marketshare crumble away.
In 2007 Sony Ericsson was positioned to make a transition out of the ‘Marginal’ group, but just three short years later that seems like a pipe dream. Before we get too gloomy though Sony Ericsson has been taking some important steps to get itself back on track. For one thing they have made some painful cost saving moves not to mention embracing Android (even if they do need to move faster) and of course they have wisely ditched the shackle that is Symbian (Angus: they got rid of UIQ too!). Hopefully we see that little Sony Ericsson turning around and pointing up!
Źródło: The Mobile Phone: Winners & Losers
Category: Sony Ericsson | Tags: None
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