Commentary
Is A Handset Price War Primed To Erupt?
A less-than-stellar holiday season means that extra inventory is on hand at cellular phone retailers. In response, Nokia and Sony Ericsson have cut the price of some of their most expensive phones. Could this be the start of a price war?A less-than-stellar holiday season means that extra inventory is on hand at cellular phone retailers. In response, Nokia and Sony Ericsson have cut the price of some of their most expensive phones. Could this be the start of a price war?Tom Byrd, who leads device-pricing research at CCS Insight, was quoted by Reuters as saying, "Our researchers have seen significant price cuts in Europe by the major handset vendors as 2009 begins. This reflects the highly competitive pricing environment we have been predicting for this year."
The two firms in question are Nokia and Sony Ericsson. Both companies have cut pricing on their mid- to high-tier handsets by about 10% on average. This means phones such as the $750 Nokia N96 now cost $675. What do you think, is that going to do it for you? Is a $675 cheap enough to convince you to buy? The prices of Nokia's high-end devices sink slowly over time with out without competitive price drops. According to Reuters, though, Nokia has lots of unsold phones hanging about.
More Mobility Insights
White Papers
- The BlackBerry PlayBook tablet's Good Bones - by BlackBerry
- New Visual and Wizard-Driven Paradigms for Exploring Data and Developing Analytic Workflows
Reports
- Mobility’s Next Challenge: 8 Steps to a Secure Environment
- Time to Move: How to Ensure 'Mobility' Translates to 'Agility'
Webcasts
- Maximize ROI with Database Consolidation onto Private Clouds
- The ABC's of Cloud Computing in the Midmarket
The sweet spot for smartphones is in the $150 to $300 range (after subsidies). Consumers are getting powerful phones for decent prices at the moment. Many of the most popular phones cost $100 or less.
Vendors such as Apple, RIM, and HTC would need to feel threatened significantly by a dramatic slow-down in sales or price reductions by competitors for a full-scale price war to break out. Since Nokia and Sony Ericsson are based in Europe, and the phone models with the (stingy) 10% price drops are sold mostly in those markets, I don't see a real price war breaking out in the U.S. market anytime soon.
Related Reading
| To upload an avatar photo, first complete your Disqus profile. | View the list of supported HTML tags you can use to style comments. | Please read our commenting policy. | |
|
|
T-Shirt Giveaway: Each week we're selecting one great comment from our readers. The author of the comment will receive an InformaitonWeek Community t-shirt. So get posting! |
Subscribe to RSSResource Links
This Week's Issue
Technology Whitepapers
- Mobile BI: Actionable Intelligence for the Agile Enterprise
- Creating the Enterprise-Class Tablet Environment - by Yankee Group
- The BlackBerry PlayBook tablet's Good Bones - by BlackBerry
- Red Alert: Why Tablet Security Matters - by BlackBerry
- New Visual and Wizard-Driven Paradigms for Exploring Data and Developing Analytic Workflows
Featured Resource
This white paper focuses on the critical need to manage outbound content sent via various avenues including email, Instant Messages, text messages, tweets, and Facebook posts. Read More












