Report Highlights

In 2008, reshuffling escalated in China's mobile phone market. As the market entered the consolidation period, brand competition presented more notable polarization trend, resulting in higher market concentration. The competition in the market is heating up. The issuance of 3G licenses will result in more intense competition. In 2008, competition escalated in the market. Competition for market shares will diversify, notably the pursuit of profitability and the improvement of differentiated competitiveness. When a mobile phone turns from a communications tool into consumer electronics, it has an impact on the fields of digital camera, electronic dictionaries and music players. The gradual convergence brings about an opportunity for short-term reshuffling for mobile phone enterprises.

In the face of changes and challenges of competition and market, we release 2008-2009 Annual Report on Brand Competitiveness of China's Mobile Phone Industry, which helps vendors, investors and industry insiders grasp the pulse of the market and probe the makings of successful mobile phone brands.

* The report presents in-depth analysis of impetuses for strong brands' competitiveness, and sums up successful brands' models and experience in the aspects of brand positioning, brand management and brand promotion.
* It sums up mobile phone brands' performance in 2008 in the dimension of brand leadership, brand market power, brand loyalty, brand innovation capability and brand vitality, and reviews the makings of success.
* Recommendations for improving brand competitiveness: Based on its deep understanding of China's mobile phone market, we present relevant workable recommendations.