Samsung Elect Ltd (F) (OTCMKTS:SSNLF) smartphone brand awareness is gaining ground on Apple Inc. (NASDAQ:AAPL), suggests a report just published by Swiss sell side research firm, UBS, has just released a report analyzing the performance of smartphones in 2015.
There is good news for Samsung Group, since the company can now boast of a rising retention rate as well as global mind share (brand awareness) more at par with Apple.
Apple itself, showed a high retention rate and strong sale figures, but UBS noted how the Cupertino company’s stickiness level seems to be falling, while consumers appear less satisfied with the company’s value proposition. The data itself seems to provide better news for pricing than unit growth. I means the smaller players in the market such as HTC and LG will have an even tougher time than before.
The Samsung Galaxy S6 is expected to be well-received in general, and the UBS report concurred, with 42% of all smartphone users indicating an inclination to purchase the device, including 57% of Samsung users.
The report overall did not reflect positively on small smartphone vendors such as LG Electronics, but forecast strong sales for Samsung, already gaining ground on Apple in terms of mind share. Samsung has a diverse range of products, with high-end smartphones complemented by those in the more affordable category, such as the Grand series.