According to a recent report by research firm Counterpoint Research, Apple’s iPhone took the top spot for smartphones in Japan in 2012 with a total share of the market of 15 percent.
Apple ended up with a 16 percent share of the market in the final quarter of 2012 in Japan, and this is the first time that Apple has taken the top spot for a 12 month period in the country.
In second place were Japan’s Sharp and Fujitsu who both had a 14 percent share of the smartphone market. Sharp previously held the top spot in Japan for the past 6 years and this is the first time Apple has been ahead of them for a full 12 month period.
Apple’s Strategy in Japan
Apple’s success in Japan can be attributed to several strategic moves. One of the key factors was the partnership with major Japanese carriers like NTT Docomo, SoftBank, and KDDI. These partnerships allowed Apple to reach a broader audience and offer competitive pricing plans, making the iPhone more accessible to a larger segment of the population. Additionally, Apple’s focus on high-quality design and user experience resonated well with Japanese consumers, who value premium products.
Another significant factor was Apple’s aggressive marketing campaigns. Apple invested heavily in advertising and promotions, ensuring that the iPhone was a household name in Japan. The company’s retail presence also played a crucial role. Apple Stores in major cities like Tokyo and Osaka provided a hands-on experience for potential customers, further boosting sales.
Impact on Competitors
The rise of Apple in the Japanese market had a notable impact on local competitors like Sharp and Fujitsu. Sharp, which had dominated the market for six years, found itself in a challenging position. The company had to rethink its strategy and focus on innovation to regain its market share. Fujitsu, on the other hand, continued to target niche markets with specialized features like water-resistant phones and advanced camera technology.
Despite the competition, Apple’s dominance in 2012 set a new benchmark for the industry. It forced other manufacturers to elevate their game, leading to a more competitive and innovative market. This competition ultimately benefited consumers, who had more choices and better products to choose from.
Moreover, Apple’s success in Japan had a ripple effect on its global strategy. The company used insights gained from the Japanese market to refine its approach in other regions, further solidifying its position as a global leader in the smartphone industry.
Source The Next Web
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