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Almost all of the best known smartphone brands saw their shipments decline in 2016. This report examines the various strengths and weaknesses of the major brands and outlines how they can each return to growth in 2017


  • Apple is reaching saturation in its target market, but has opportunities to grow its business with software and services.
  • While Samsung will focus on converting Apple customers, it is also vulnerable to competition from cheaper Android competitors. Samsung’s digital assistant Bixby is a key element in its defence against this threat.
  • Lenovo’s focus on the Moto brand will enable it to concentrate its recovery in regions where it is strong

Features and Benefits

  • Evaluates the market positions of the leading smartphone manufacturers globally
  • Identifies the key strengths and weaknesses of each of the leading handset brands worldwide
  • Outlines the greatest opportunities for growth in the smartphone market for each brand

Key questions answered

  • How can Apple secure its sales despite a saturated premium market?
  • Which Android brands are best positioned to succeed as the smartphone market expands into lower price points?
  • How can companies avoid the fate of Blackberry and Microsoft in the enterprise market?

Table of contents


  • Introduction
  • Download 1: Strategies for Surviving Smartphone Stagnation

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