It took decades for mobile phones to reach the size of today. From those teams that were used to receive calls and just send text messages -SMS-, to those that make us dispense with manual devices, which can go on our wrists. Today, the trend is reversing and large sizes are on the rise, seeking to deliver new features to their users. Folding phones, with more and new fans, including cooling systems.
With novelty, last January, Apple announced its iPhone SE 3, smaller in size, but with more battery and cheaper than previous models. But a few weeks ago, the same company celebrated at its annual event in September the new generation of phones, larger and that would allow their users to “see more content” on the screen, compared to the 2021 models. The industry moves in a similar trend, up and down, but thinking about the needs of its customers. Lower volume phones, but with a view to the comfort of their carriers, with larger screens and smaller frames, favoring the content and viewing experience.
It all depends on the type of user. In the case of a gamer, there are firms that have integrated coolers or fans into their equipment and seek to facilitate the experience. ASUS, Black Shark or Nubian Red Magic, due to the features required by their carriers, even double the normal size. “The greatest evolution that we see today in the consumer is that we are faced with an informed user, who searches and is informed through various points of contact, both physical and digital, which are also available in large volumes, in order to to make the best decision when purchasing a product as relevant as a smartphone”, says Fernando Gonzalezmarketing manager of OPPO in Chile.
In general, says the executive, users are looking for a device that meets day-to-day standards, and that is why there are different lines in its various articles. Some that stand out for the performance of their cameras, for example, but others that privilege fast charging systemsbut also those who think about exterior design, above the performance of the equipment, always taking into account the needs of their clients.
In their particular case, the high-end segment is the one that has had the best performance, and on which they have focused in the last year. “There are users for everything, some more massive and others more specific,” says González. For this very reason, he proposes, is that before cell phones were growing in size, mainly linked to large screens.
“Today the race on the growth of the screen has already slowed down, and other elements such as image quality, energy consumption and interaction with users’ multimedia content are prioritized – such as watching a video or series on HD 4K, or even thinking about the ‘lag’ that may exist with online games”, adds González, who also mentions the OPPO Find N, the company’s folding equipment and that it is thought of those contents that require a greater space for their visualization and users with more specific needs.
The evolution in technology is a constant. The various companies are constantly analyzing and observing the market and users in order to understand, and sometimes even anticipate, the needs that the future demands.
“With the growth of access to information, the current user has more knowledge about the sector, and that makes him more demanding when buying a product,” he says. Andres Morales, Senior Manager of Mobile Products at Samsung Electronics Chile. For this reason, he says, meeting new market needs is one of the market needs for the growth of a technology brand.
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Regarding the size of the devices, Morales says that there are several reasons that explain the trend. First, the world is more connected than ever and moving at a much faster pace. “Work and play on our devices intermingle, and the lines between the physical and digital worlds have blurred,” says Morales. “We are looking for work, entertainment, well-being and all of this is in one place,” he quickly complements, and exemplifies with two cases.
Due to the availability of space, he mentions the Galaxy Z Flip4 and Fold4, both foldable. “They have tailored form factors, personalized experiences, and fine-tuned performance,” he says. In addition, with the new generation of foldables, which were announced in August, they come equipped with greater resistance to water and, given the needs of their users, the risk that the equipment has of being damaged in the event of staying in the rain or having to respond to a message in those circumstances. “The feedback we receive from users shows us that the way of using the cell phone is changing, as well as the shape of the device,” says Morales, who also anticipates that the company has already started working on the next generation of devices, thinking about the sixth generation of mobile networks -6G-.
And it’s not just technology. The client has also changed and the market is progressing according to his needs. “The Chilean user, in particular, moves at the pace of technology trends and that is greatly influenced by the type of market we have and the presence of many brands in all spectrums of the smartphone range,” he says. Felipe Diaz de la Vegacommercial director of VIVO in Chile, the world’s fifth largest cell phone production brand.
In that sense, he states, his company’s portfolio has responded very well to the needs of local clients, achieving sustained growth in his two years on the Chilean scene and also having them in fifth place in the national market share. .
Gone is the notion, says De La Vega, that users are moved by the quality of the cameras. “Although it is still an important factor when choosing a device, we have realized that the Chilean user takes the good quality of the cameras for granted, and they have been segmented based on specific needs such as the performancethe processor typeif you have game-enhancing featuresthe Available space, etcetera”, he assures, adding that each user is unique and is looking for the equipment that best suits their needs. In fact, the strongest range in which the company operates is between 10 to 40 years.
As a company, they have identified four areas of interest for long-term users, and which are what carriers use to choose their equipment: the imaging system, the operating system, the industrial design and performance. In addition, Vivo, at an international level, has been advancing for years in enabling future equipment to the 6G network, just like Samsung.
“Users who like the designThey expect teams with unique skins that speak to their personality; the gamers they expect a smooth gaming experience, but also features that enhance that experience such as good battery performance or the Ultra-Game Mode on all vivo equipment, which, for example, identifies where certain sounds are coming from for an immersive experience, or prevents accidental touches on the screen”, exemplifies De La Vega.