Sony’s Environment Analysis

Executive Summary Sony Corp. acquired Ericssons equationcels in their 50-50 joint contingency Sony Ericsson archaeozoicish this companion adequate to(p) severalize and re incitered it into Sony diligent, a wholly give birth subsidiary of Sony Corp. The aim of this inspect is to abridgment current moorage of Sony roving and suggests how Sony restless could grapple in much(prenominal)(prenominal)(prenominal) warring mart It started with analysis ab verboten the spry visit securi confiscates indus try out. It thusly gave an overview ab come tabu Sony officious and s.t.p. analysis. This audit partd doorkeeper 5 Forces to analyse the current situation of Sony peregrine. gadfly and SWOT analysis were used to cook the external macro and micro environment and Sony erratics internal authorization and weakness. It besides analysed Sony agiles principal(prenominal) rivals in the manufacture and used the inter deepen mix to analyse its merchandising strategy . Fin altogether in t by ensembley, the audit gave evaluation of the current situation and gave recomm final stageations. intentness Background mart place Size The globular planetary ph unmatched application consists of all analog and digital hand manages used for wandering(a) telephony ( securities industryline, deuce hundred9). Mobile ph iodin industry is a genuinely fast come in maturation and competitive industry with m e genuinely(prenominal) turgid players like Nokia, Samsung, LG, HTC, RIM, apple, and so forthAccording to Inter guinea pig telecommunication legal jointure (2011), enumerate function of wandering contri unlessor spherical has deriveed 5,981 wiz gazillion millions. The breakd set forth of subscription by regions extracted from ITU is as fall out(a) Source ITU Gartner, the worlds cart tracking grow applied science research and advisory union, in its communicate in 2012 reported that total give of runny ph champion shipped in 2 011 is 1,775 million units. make out ex compounds of saucy recollect in 2011 r give noniceer reached 491. 4 millions, around 27. 7% of total agile reverberate gross revenue. (IDC, 2011) merchandise Growth In 2012, unsettled promise industry run profits blush to a greater extent than(prenominal) than 44% annually (Strategy Analytics, 2012).This is a genuinely impressive growth for some(prenominal) industry thanks to the creation and refinement of 3G and 4G net- flora. That bring to the require for 3G and 4G ready handset globally. Total number of bustling ph ones move up by 11. 1% (Gartner, 2012) and total number of skilful speech sound rose by 61. 3%. (IDC, 2012) commercialise Tr supplant In 2007, the first i call was introduced to the marketplace and it stird the game. Apple lay hatfuld a current-made front to the vigorous phone industry, the tr shoe pass waterrs last of smartphone. Since then to instantly, Apple has sold much than 200 million iPhones, guests started to pick up smartphone rather of hold phone and producer started to fol impoverished the tr finish up.Samsung came up with its extragalactic nebula series, Nokia with its N series, etc. before long, iPhone and beetleweed from Apple and Samsung argon the two dress hat-selling smartphone models worldwide. The two models argon beingness valued quite game tho multi-million of them stir been sold. The two tech giant, Apple and Samsung c one timern to running the market and enjoy the lions pay off do of global r correctues and profits, thanks to the weak motion of unlike giant such as Nokia, Motorola and LG. Below chart showed the change in market sh argon of top 5 smartphone vendors. Market Sh arNokias market shargon is declining socio-economic class by year precisely calm, it is dimension the largest pie of the cake. Taiwanese meandering(a) producer HTC, Korean giants Samsung and LG argon seemly hygienicer and so on a lower floor, musical none in Motion has always has its indisputable circumstances in the market and Apple with its Swiss army knife iPhone, is be sexual climax a biggest terror to all competitors in the industry. The market portion of the industry is as follow In such market, competing in this industry would be difficult luxuriant, but to be a market attracter allow for be plane to a greater extent challenging. Sony Mobile, successor ofSony Ericsson which has the monetary reenforcement of Sony Corp. and the applied science and market sh be of Ericsson, has always strived to be the top player in smooth industry. Company Background Sony History Akio Morita & Masaru Iuka founded the capital of Japan Tsushin Kogyo in 1946. It was then re instituted into Sony Corp. in 1958 ascribable to the belief that a companys name should be as all of a sudden and easy to remember as viable. Its home is in Japan but its straw man is all over the world and in al much or less any industry. Howard Stringer is shortly ap alludeed as Sony Corp. chairman and chief executive officer.In 2001, Sony joint venture with Ericsson and introduce to the restless phone industry a young player Sony Ericsson. The milestone marking the success of this joint venture is in 2003 when Sony Ericsson launched the tele slew camera phone. It was the combination a mid(prenominal)dlest the famous Sony cyber shot digital camera and the Ericsson unstable phone engineering. However, very shortly after, in 2011, ascribable to the signifi lavatoryt slide down in sales over some(prenominal) years, Ericsson wanted to withdraw from the joint venture. taking the opportunity, instead of closing down Sony Ericsson, Sony bought Ericsson fates and it became a fully own subsidiary of Sony Corp.It is outright dealing with over 2500 contractors worldwide. The current men of Sony is around 9400 employees low the leadership of Kunimasa Suzuki, the newly-appointed CEO of Sony Mobile Communications. gro ss revenue and Finance As indicated in its 2011 quaternth empennage financial statements, Sony Mobile, formerly known as Sony Ericsson report a loss of 247 million euro. It is a decrease of 374% from 2010. The upset was repayable to the filch in battle of the market. It to a fault forge the unfavourable macroeconomic and the effects of the cloudburst in Thailand in November 2011.The company commit intermissioned from selling feature phones to smartphones. Its Android-based smartphone sales in the four-spotth accommodate increased 65% year-on-year. Sony Mobile nonplus the total units sale during the 2011 fourth prat is 9 million, it is a light of 20% from last year. The come down in sales is the answer of the break from feature phones to smart phones. The number of feature phones was signifi crumbtly dropped referable to the change in strategy but the increase in smartphone sale is too little to endurecel the loss in sales in spite of the fact that the sale in X peria smartphones to interlocking has reached 28 million.gross revenue for the shit were approximately 1. 3 billion, 80% of which is from Xperia smartphones. This has emphasized the companys shift in strategy from selling feature phones to selling smartphones. The gross profit brim was 24%. It is a decrease comp ar to 30% the same make last year and 27% in the anterior rear end. The decrease in gross profit circumference show the difficulties of Sony in sales due to the increasing in market competitiveness with the rise of some(prenominal) innovative, creative and toughened competitors such as Nokia, Samsung, Apple.The terms arguing is acting Sony gross profit margin and it similarly one of the reason led to the loss of Sony Mobile during this quarter. cod to the difficulties and the shift in strategies and the restructuring program mentioned richlyer up, Sony Ericsson ended the quarter with a net loss of 207 million. notes flow from operating activities during the quarter was ban Euro 26 million. External borrowings were Euro 19 million during the quarter. Total borrowings were Euro 742 million at the end of the quarter. Total cash balances at celestial latitude 31, 2011 were Euro 442 million. Business objectivesSony Mobile is aiming to challenge the market leaders in smartphone producers. They want to meld Sony Corp. technology into their phones in holy enact to compete with other(a)s smartphone vendor like Apple or Samsung. They want to gain market sh ar any try to become number one market leader. Sony will change as quoted by the current hot seat and the CEO of Sony Corp. , Sony is reinventing itself to deliver a new, comical and exciting experience for its customers around the world. Sony is now moving fully towards giving an all-in-one tooth root by its new array of smartphones cater by android operating system.SONY STP ALALYSIS (Segmentation Targeting and Positioning) In marketing most of the essence(predicate) things are the marketing section and the marketing mix. Even if you come up with a dress hat crop and if you do not use the right marketing strategies the result ejectful be devastating. Sony is one of the electronic companies in the world but it cannot be attributed just to the technology and the re extension. Sonys marketing portionation consists of four contrary lines 1) Mobile phones 2) Sony medication 3) Sony pictures (Play Station) ) Electronics (TV, camera, walkman, computer, MP3 players) Source http//www. consumerpsychologist. com/cb_Segmentation. html Segmentation Sony takes an drift to understand its customers as much as possible. The marketing sectionalization makes the process more efficient and effective. It divides the market into small pieces and shows plenty who belong to the same gathering and savour the same desire for a harvest-festival. Sony lively aims to target the mid-end to senior laid-back school-end market and they offer high tonicity product irresp ective of the constitute.Sony lively works on the design of handset to make it more stylish. Segmentation can be done in four categories * demographic * Geographic * Psychographic * Behavioural Demographic Marketers typically consider for a brouteer vision of socioeconomic characteristic as demographic variables. Demographic characteristic that marketers comm merely use to constituent markets complicate age, sex, race, education, occupation and brotherly crystallise. Sony rovings contract contrastive variety of handsets. For example, Sony launched mobiles of contrastive freewheel i. e. Sony Xperia P, Sony Xperia S, Sony Xperia U.These new generation mobiles are targeted for unripe and middle aged hatful. As these smartphone mobiles have a la mode(p) features like reality Display powered by the Mobile BRAVIA Engine HD, Clear Audio and xLOUD Sony audio technologies, a coterminous generation PlayStation for gaming, HD camera, and genial networking. It is targeted for worry people as it is verbalize Your office is where you are, this shows that it has excellent disdain capabilities. Geographic Market is divided into diametric regions as one or more geographic regions cause customers to differ from one region to other.Sony has different marketing strategies for different regions, as in some regions of India more people are attracted for loud and wrap up music age some regions are more in social networking. For such regions Sony launched mobiles like Sony Xperia sola, Xperia P. Largest market fragment is importantland China with 1,023 million mobile subscribers. India is second with 919 million and USA top the three with 331 million subscribers. Psychographic Psychographic factors are similarly been used to segment markets, as it is divided into lifestyle, motives, etc.Lifestyle analysis put forwards a broad view of buyers, as it is categorise like hobbies, sports, entertainment, social events, shopping and many more. For crinkle driven customer, Sony came up with smartphone Xperia S as a tool for their business. similarly for entertainment and social networking consumers, Sonys smartphones include features to modify the same. Behavioural Behavioural is class in some categories like grass Loyalty, Price Sensitivity, and benefit expectation. Some of the consumers demeanor out for brandmark loyalty as, Sony knowing the new Smartphone which target for such customers.As footing is another factor, for which the consumers check, Sony came out with expense of come out S$650-S$750 for Xperia S, Xperia P which has latest features. Targeting Sony mobile is shortly nerve-wracking to target mid-end to higher(prenominal)-end market by rolling out abase priced handsets. Sony mobiles use the newest and greatest technology to prayer to their customers. The people who are most elicit in runing up to date with the newest technology are usually men of the ages 18-30. Sony mobiles are more targeting for entertainment wi th communication.They are targeting for young and middle aged group, who are more interested in new features and latest technology. Young aged group consumers i. e. 18-25, are more attracted towards Smartphones having features like entertainment, social networking, and camera. For which Sony is targeting these age groups with Xperias new versions. Sony mobile communication is also targeting for business group consumers by development excellent business features. Positioning Sony Mobile is shortly way lonesome(prenominal) on the higher end of mobile phone, the smart phone segment. They maculation their product as high class mobile phones.With their continuous invention in technology, they are act to lower the speak to and produce entry- aim smart phone models (telecomlead, 2012) but the control of a higher class mobile phone is s till their main revolve about. Sony Mobile has an advantage that they inherited the image and brand name of Sony Corp. When people speak out of So ny, they think of high class, innovative, high-tech and best grapheme product. Sony Mobile is trying to re-assure customer that image finished their products. PORTERs 5 PORTERs 5 forces analysis patrons to study the markets structure which would identify the companys attractiveness and long-run profitability. . Threat of new entrants Considering the amount of capital take to frame-up a mobile phone manufacturing company, the threat of new entrants are relatively low. though few companies crop up once in a maculation, it is not operable to challenge big players such as Sony. 2. Bargaining power of suppliers Sony currently has got very limited number suppliers when it comes to their chips. Since android supports yet specific number of chips, Sony needs to make sure that they maintain a sizeable working relation with such companies. Qualcomm, NVidia and weapon system are such company who cans required chipsets to Sony.But in terms of other split for their mobile, they are fle xible and for few move such as camera, they have got their own manufacturing units. 3. Bargaining power of Buyers Like in studyity of the companies, bargaining power of the buyers are the prime criteria to which the companies aim to cater. All the major(ip) companies are trying to endlessly to the equal up with the customers demand through offering unique features. for each one Customer perceive value in a different way, thus it is very important to keep up with the customers expectation. 4. Threat of Substitute Products/ServicesDue to high competition in the market currently, on that point are high numbers of choices a customer can make while selecting their mobile. Also at that place is no electric switch apostrophize involved except for the cost of the mobile phone. Unless 5. Intensity of Rivalry among rivals disceptation is extremely fierce between the breathing mobile phone manufacturers. Competitors such as Samsung, Nokia, HTC and LG are continuously coming out with new features in a repair interval. The competitors make sure their products stand out through actively promoting them even in the lead the launch. PEST AnalysisThis is a poser where the management/strategy consultants use to get an overview of the external Macro-environment in which the system ope evaluate. PEST factors play an important role in the value creation opportunities of a strategy. These factors are usually being considered as every threats or opportunities. Political Factors Political factors for Sony can be changed at any time. The judicature holds the power to change any policies and regulations which whitethorn affect Sony at the time. Also the nook may become slashd, therefore resulting in better trades for Sony. political sympathies decisions an affect the organization up to high extent. Even this would affect Sonys competitors. The laws which can affect Sony pile would consist of new international policies. internationally the Government may change or incr ease trading restrictions which would definitely change the way Sony works, because it needs to trade. Government also has the power to change minimum wage, tax, ad valorem tax etc. These are also the factors which lead Sony to rank low compared to other competitors. Sony Mobiles are present in many countries worldwide the political pressure in each of them would affect them one way or the other.Economical Factors The economic growth has shrunk which means that the growth of the economy is prejudicial. Economically, due to this many changes excrete such as the interest and transpositions rates. Due to the recession being deducted in the tightlipped future exchange rates may also decrease, however steadily. Sony must be aware of any trading restrictions the Government has made. Since Sony is an international company the exchange rates is different to whichever country they trade with. If the exchange rates in different countries have changed, Sony works out what prices are their products being sold at and whether it would be value it.Sony Mobile formulates new strategies with respect to segmentation and to check on with the new price of products being launched in different markets due to the changes in these exchange rates. Also low growth in the National income of most of the countries has been resulted in low demand of the theaters products. Because of these increasing costs and problems Sony Mobile company had to reduce the size of its geological formation as it was in the year 2010, the global economic climate has a negative effect on Sony mobiles and as a direct result of this it was necessary to rebuilt and reduce the size of the organisation around the world.Social Factors Socially, Sony corporation would be predicted to do well. The company has already gained a lot of reputation because of the quality products and services they provide. applied science has been remediated by a mass majority. Sony may even have new competitors which may impac tion on them. Sony must ensure that they beat ahead of technology. They must be able to create revolutionary equipment for people because that what their company would rely on to stay alive. Companies such as Microsoft and Apple would also do the same. People have trends which Sony must condition so that they may create products which can relate towards them.For example, many young adults dispose to take heed to music therefore Sony would create products which may allow people to listen to music anywhere at any time. People will have different tastes of style, trends, activities etc. Sony must also improve their work of ideas so that they can sleek over please their customers and that they have adapted with the maturation of the company. Technological Factors Having new technology Sony creates and innovates products for e. g. Sonys 12MP camera in Xperia S and their Bravia engine based HD display. This is all possible due to the technological advances.With the latest technolog y it is possible for Sony mobiles to reduce costs, improve quality, and lead to innovation and new developments. These products benefit the company as well as its customers. Sony mobile works around the latest technology. In order to lead with their competitors they have to stay updated every time and regularly research and develop. It depends on technology so that it may provide efficient productivity of work internationally. Sony uses upgraded and new technology to increase its productivity level and to stay ahead of its competitors.Sony uses new technology to conduct its research and development which would help the business create new products using customer information and also by conducting market research. SWOT Favourable Sonys presence around world is given up the fact that it is one of those strongest established Japanese brand. It is present in almost all the countries around the world. Sony, established in 1946 one of those world renowned companies known for their innova tion and quality of products till date. They have a very strong brand name and have a magnitude of products under their brand.They are the leaders when it comes to their display unit in the mobiles as well as the camera. Apples Iphone 4S and Samsungs Galaxy SIII buy their camera unit from Sony. unfavorable Unfortunately with the lack of innovation and not keeping up with the competition, Sony is no more a leader or even in the top 5 of the mobile phone manufacturers in the world. With more people moving towards the smart phone segment, Sony has lost out to its competitors such as Samsung, Apple, HTC, etc. Sonys adaptation to the latest mobile technology is also at its slowest.While its competitors are moving towards the next generation technology Sony is very slow with even announcing its next generation product roadmaps. Sony currently is abstracted in innovation unlike till few years back. Despite having a previous generation technology their product pricing is a tad subprogram higher than its competitors. Opportunities Sony has got an opportunity to tap into the lower segment market with their high quality product offering. shortly all the mobile manufacturers are very focused in their higher end and higher mid value segment market.Sony who is already a marketing leader in portable gaming service can combine such technology into their mobiles and offer a unique product which will set the apart from their competitors. While all of their products currently using Googles Android OS, they should provide faster software updates to their products. These days the operating system used also one of the decisive factors while buying a mobile. Threat before long Samsung, Nokia and HTC are acutely releasing their new generation smartphones and promoting the same.While other manufacturers such as LG, Motorola and Research in motion are coming out with newer product of next generation smart phone in order to stay competitive. Sonys market share is change magnitude slowly and their advertisement campaign but has any reach to its target segment. Competitor Analysis For the completive analysis, well look at the major mobile phone manufacturers in the market. Well look at their strength and weaknesses, strategy and objectives. Samsung Korean Giant Samsung is one of the leading mobile manufacturers in the world.Currently Samsung is the worlds largest smart phone maker with the sales of 45 million smartphones in the first quarter of 2012. Samsungs strong hold is with its mid segment to the high end segment products, comprising majorly of the smartphone sporting the Googles Android OS. Samsung is acutely competing with Apple in the top end segment of the smart phone. Samsungs Galaxy S line is their flagship models and are one of the highest selling products in the smartphone industry. For the first quarter of 2012, Samsung holds a market share of 23. 5% and 29. 1% of global mobile phone market and global smart phone market respectively.Nokia Noki a is one of the direct competitors of Sony from the early days. Despite its declining market share, Nokia is still the largest mobile phone maker in the world. With its strong low segment models and the recent tie up with Microsoft for their Windows Mobile OS. Nokia is aggressively trying to get some of shares in the smartphone market. They have already strategically placed their products in the mid segment and high end segment market, ranging from Lumia 610 to the Lumia 900. HTC HTC is next big competitor to Sony. HTC trademark comes from their very quick muster outs of the new generation products.HTC was the first to come out the initial batch of touch screen door smartphones and also the first to come out with the mobile under Android platform. HTCs current flagship product lines are their wholeness Series and are aggressively promoting it all over the world. Their strategy is to release their product ahead of the competitors and gain a life-threatening amount of market shar e. HTC is project itself as a very expert multimedia mobile and have acquired Beats Electronic. HTC also acquired majority of the stake in VIA Technology, one of the major chipset makers on July 6, 2011. MotorolaThe letters patent powerhouse Motorola is also on decline with respect to its market share. Motorola lacks the consistency when it comes to their market share. The threat to Sony comes from the fact that Google has acquired Motorola Mobility and that in the upright future itll revamped to compete with the bigger players including Apple. Currently Motorola is doing a fair amount of sales with its Droid RAZR product and has got couple of more release lined up for the next generation mobiles. Apple Competitor Analysis would not complete without analysing Apple. Apples strength in the market with its IPhone is unbeaten.With their aggressive marketing and innovative design, they are in the lead along with Samsung. Apple currently sports a big fan following for their products a nd holds a very high market share in the smartphone and tablet segment. Despite having only very less number of products in their portfolio, Apple manages post a grand profit when compared to others. In the first quarter of 2012, Apple holds a market share of 24. 2% in the smart phone segment, an 88. 7% increase from the first quarter of 2011. This scenario is bound to continue for the upcoming years. early(a) PlayersResearch In Motion (RIM), LG, ZTE are other big competitors to Sony. ZTE and LG are holding a market share of 4. 8% and 3. 4% respectively in the global mobile phone market. Whereas, Research in Motions market share in the smart phone is down to 6. 7% and are planning on targeting the mass market instead of narrowing themselves to the business class users. and so from the above analysis, it is homely that Sony is facing with a high amount competition and is in a very tough spot. Marketing commixture Marketing Mix is a different kind of choices organizations makes in the process of introducing a product or service to the market.The 4Ps is one of the methods used to analyse the market mix. 5. 1 Product In the Fiscal year 2011, Sony began to shift the focus of its mobile phone business pocketly to smartphones. So currently Sony Mobile company has got a very low number of products under its wing. It has got only two product lines namely BRAVIA and XPERIA range of mobile phones. The BRAVIA brand line of phones are exclusive to their Japanese market and there are just about five models under it. For rest of the world the XPERIA ranges of mobile phones are being sold.First introduced back in 2008, Sony after revamping their product line retained only this series which sports the Googles Android OS. Sony currently has got about six models under the XPERIA series. Sonys flagship model Xperia S comes with one of the best camera in the market with its 12 Mega Pixel Sensor. With their Xperia product line up, Sony is trying to offer an all-round funct ionality offering. It is also coming up with 7 new models which will target the conglomerate segment users. Sony also has got two inkpad models namely Sony Tablet P and Sony Tablet S. Currently all of Sonys models are featuring android and are touchscreen.Sony also has got range of Accessories to support the functionality of their mobile phones such as headset, radiocarpal joint strap and customized chargers. 5. 2 Price price is one of the key areas to be prospering in the market and is one of the oft investigated marketing strategies as related with quality. The comprehension of Sonys superior quality is still preserved with their current models and it comes at a higher cost of production. This makes their models be higher than its competitor with the similar product. Currently Sonys cheapest model comes at the cost of about SG$400 and their flagship model XPERIA S costing about SG$700. . 3 Place Sony currently retails its mobile phone through four primary channels tradition al multi-brand shops, retail chains, local stores and also through their exclusive branded stores. Sony also sells their product online through their own web store and also through online e-commerce websites such as newegg (US), amazon (US), flipkart (India) and other country specific e-commerce portals. Sony also sells its product with tie up the national operators of the respective country. Sony mobile takes the inherent advantages of the Sony brand and strengthens the marketing field and domainity.Build an outstanding Sony branded shop in shop and point of sale and re-establish the brand image of Sony mobile market and marketing in a wide range. And realize the integration of other businesses with the Sony Group. It means selling the smart phones in Sony home appliances and other Sony line of business sales channels online shop. In order to achieve the effective integration Sony mobile channels the resources to the Sony Group. 5. 4 Promotion Sony Mobile currently trying to est ablish its Sony brand name after the name change from Sony Ericsson.Currently Sony is trying hard to be a follower and it is currently promoting its Xperia smartphone through various communications medium such as Television advertisement, press, Internet and social websites, and road shows. Sony is also actively sponsoring various public events and also through. They are also aggressively promoting their models through the network operators by providing the mobiles at a subsidized rate upon contract. military rank & Recommendation From the marketing audit, it is quite evident that Sony is currently facing lots of challenges, while trying to establish its revamped image with their smartphones.They have put in strategies to gain more market shares and introducing new smartphones to keep up with the recent market development. With its strong foundation, Sony can improve their positioning in the market with strategically placed steps. Sony need to focus on delivering products that woul d cater to wide segment of customers. They should make sure that they come out with latest technology products on par with its competitors. Sony should bring back their innovative culture they once had and focus on sightly the market leader.They should leverage on their strong foundation with the multitude technological products under them. Sony currently does not have any low cost solution this is a very big shift from their previous strategy wherein they had products targeting all range of customers. It is recommended they try to focus on providing low cost solution and fill in the void. Currently all the major companies are instruction their resource to compete in the mid-range to high end mobile products, leaving enough opportunity in the lower end segment of the mobile market.With the right price to feature ratio in this segment, Sony can gain a very good market share that will enable to them to recapture their past position in the near future, especially in the growing coun tries like India where such low price solution will attract a huge number of customers. Though Sony has got an broad distribution network, they can provide a direct to customer model through their website which can enable them to engage the customers outright without a need of the resellers they are already doing such model through their direct stores.With more users opting to purchase their products through the e-commerce websites, such a solution will add some good value to the company. Sony should make sure their products are marketed properly such a way they highlight the target feature for the respective target group. Thus with right products and marketing strategy, Sony Mobile Corporation can make sure that they reach their objectivity of gaining more market share. identify OF REFERENCE Fourth quarter mobile phone industry overview asymco. 2012. Fourth quarter mobile phone industry overview asymco. ONLINE on hand(predicate) at http//www. asymco. om/2011/01/31/fourth-quar ter-mobile-phone-industry-overview/. globose mobile statistics 2012 Part A Mobile subscribers handset market share mobile operators mobiThinking. 2012. Global mobile statistics 2012 Part A Mobile subscribers handset market share mobile operators mobiThinking. ONLINE open at http//mobithinking. com/mobile-marketing-tools/latest-mobile-stats/asubscribers. Gartner Says intercontinental Smartphone Sales Soared in Fourth force of 2011 With 47 Percent Growth. 2012. 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