Vision Shopsters: Vodafones Terminals Strategy: How Data Is Redrawing The Smartphone Lines Market

Vodafones regular briefing for telecoms industry analysts provides an important opportunity

to learn about the latest trends and challenges facing the giant mobile network operator. By extension, there is also considerable opportunity for others to learn from Vodafones strategy in this space and the implications for rival operators and other value-system players including device manufacturers, device software platform vendors, and content and application developers.

Table Of Contents :

Executive summary

In a nutshell

Ovum view

Key messages

Changing landscape, changed priorities

The changing reality of smartphones

Vodafones terminals strategy has three legs

Understanding the new smartness

To attach data or not

Experience is at the root of the new smartness

Low-cost data smartphones squeeze out old mid-range

Vertically integrated offers are key drivers

Apples iPhone is a no brainer but also a threat

BlackBerry has earned its place in Vodafones portfolio

Microsoft needs to prove itself anew

Open platforms must prove data credentials

Android is Vodafones open bet for attracting data

Nokia and Symbian must prove long-term relevance

Samsungs bada - feature or smartphone platform?

Platform long tail will struggle for relevance

Minority platforms face a marketing deficit

Vodafone 360 and LiMo loss leader or serious play?

New smart devices remain an open question

Questioning the business case

List of Figures

Figure 1: Mobile broadband connections

Figure 2: User and developer experience are closely related

Figure 3: Smartphone shipments by OS, 2008 to 2015

Figure 4: Developer support for different device platforms

Figure 5: Developer preference for number of platforms to support

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