Competitive strategies present in the Smartphone Industry

The smartphone industry is one of the largest industries in the modern world as the demand for smartphones is continuously increasing. Different companies are working in the smartphone industry like Apple, Samsung, Nokia, Blackberry, etc. These companies have adopted various competitive strategies to maintain their position at the international level in the smartphone industry.


Classification of firms

Company’s name Classification Persuading strategies of Companies
Apple Inc. Leader Apple is using the amalgamation of technology and innovation in its products to be the market leader.
Samsung Challenger Samsung is using the vision of technology and user-friendliness products to be a competitive challenger in the market.
Nokia Follower Nokia is known for the reliability and durability of its phone and for adopting the technological trend of the market to get a competitive position in the market.
Blackberry Niche Blackberry is using a complicated user interface and exclusive operating system to offer exclusive products to their customers in the market.


The main competitive strategy of Apple Inc. is to stay ahead of the curve by introducing new technologies. An array of sensors and cutting-edge technologies like Facial Recognition has helped the iPhone to achieve the status of a trendsetter in the smartphone industry. The main competitive policy of Apple Inc. is the amalgamation of technology and innovation for its customers. Apple aspires to create a premium product through its strongly integrated supply chain system. Apple markets its Smartphone as the epitome of quality, innovation, and operating systems like iOS (Jackson, 2015).

Samsung manufactures Smartphones with a vision to provide the newest technology with a vision of user-friendliness products. It is the biggest competitor of Apple in the Smartphone industry with a range of new models. Some models capture the low price market while others focus on the more tech-savvy consumers who are willing to pay a higher cost for better quality. Samsung uses the Android operating system that has been developed by Google (, 2016). Thus, Samsung is focused to bring a combination of quality and technology to their customers.


Nokia remains the market leader in the mobile phone industry for years. It has focused on the reliability and durability of its phones which made its products attractive to low-income consumers. Thus, the competitive policy of Nokia has focused on building trust among their customer through reliable and durable products. Nokia, however, was slow in embracing new innovations in the Smartphone industry as it had decided to stick with the Symbian operating system. This caused the company fails to compete with other leaders in the industry. The company has now moved from its original models and is pairing up with software companies like Microsoft and Google to introduce new models with features that can compete with other manufacturers (, 2016).

Blackberry can be considered a market niche as it is known to introduce products for a specific niche of consumers. The full QWERTY keyboard introduced by the company made it a favorite of the professional users in the corporate sector. At the time, when other manufacturers were moving on to on-screen keyboards with big touch-sensitive screens Blackberry chose to keep with the physical keyboard. These Smartphones used an exclusively developed operating system which accentuated their exclusive status. As most regular users found these models difficult to use due to the complicated user interface Blackberry embraced its role as a niche and focused on a more sophisticated product (Skipworth, 2015). Blackberry has focused to provide quality products to its customers.


On the whole, it can be described that smartphone companies are using different competitive strategies to maintain their position in comparison to their competitors. Technology-driven approaches and cost-driven approaches are the main focus of competitive strategies in different companies in the smartphone industry.

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