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By providing high technology but affordable products to the Belgian market over the last 3 years, Korean cellular phone manufacturers are enjoying booming business and a consequently high share of the local market.
The most notable point about the performance of Samsung is that it now claims double the market share of Nokia and Sony-Ericsson although these companies are veterans of the local market while the Korean company made its entrance a bare 3 years ago.
Samsung's share of the Belgian cellular phone market was just 2% in 2002, 4% in 2003 and 8% in 2004, but it is anticipated the company could claim 15% of all sales in 2005. The reason Data Quest announced that Samsung cellular phones captured a 13.7% market worldwide, based sales from January to September 2004.
Samsung's performance is all the more outstanding in Belgium when it is considered that at 249 euro per shot, the Korean cellular phone is far more expensive than other brands whose models retail at 149 euro, on average. What's more, 77% of cellular phones sold in Belgium are priced less than 150 euro.
Therefore, it is recommended that for Samsung to maintain its momentum in the Belgium, it should focus on the lower-priced end of cellular phone market.
Source: L'Echo
Written by Choi Kwang-hoi (ckchoi@skynet.be) Kotra, Brussels
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