Looking back, 2021 was a year in which the polarization of smartphones advanced. Mainly feature phones and devices in the 20,000 yen range targeting young people are rapidly increasing, while devices that can be called "ultra high-end models" priced at 200,000 yen or more are also appearing one after another. It differentiated itself with unique functions not found in conventional smartphones. The foldable smartphone represented by the "Galaxy Z" series is also one of the terminals that created the latter trend.
In terms of functionality, the image quality of the camera has improved, and a new approach has been taken for video shooting. As represented by Google's "Pixel 6/6 Pro", the use of machine learning is also progressing, and application examples other than shooting are being born. The model was equipped with a proprietary SoC "Tensor", but differentiation at the semiconductor level was also advanced. Here, we will look back on the trends of smartphones released in 2021 and forecast the terminal market in 2022.
The first topic that will symbolize 2021 is the spread of entry-level models. Among them, the number of terminals priced around 20,000 yen has increased, and it has become a hot seller. Xiaomi's "Redmi Note 9T", which Softbank started exclusive sales in February 2021, is a model that can be said to be the forerunner. Sony also greatly increased its market share with the “Xperia Ace II” released by DoCoMo, and returned to the top share in the first half of 2021 as an Android smartphone manufacturer.
The Xperia Ace II was released as a 4G model, but the entry model also has 5G. is expanding. The Redmi Note 9T above is one of them. Similarly, Xiaomi has teamed up with KDDI to launch "Redmi Note 10 JE" from au and UQ mobile, but this is also an entry model that supports 5G, although it is in the 20,000 yen range. Entry models have to meet certain specifications while keeping prices down, so there are many cases where they partner with specific carriers. This is probably to give a sense of scale to some extent.
Redmi Note 10 JE released in August 2021 is a 5G compatible entry model developed by Xiaomi exclusively for Japan. Exclusively sold by KDDIAs I touched on in a previous series, the reasons for the growth of these devices are the "device discount regulations" and the "discontinuation of 3G". The former is a discount regulation revised by the Telecommunications Business Law in October 2019, and even now, the discount is stipulated to be up to 21,000 yen when a contract is attached. If the terminal is in the 20,000 yen range, if the discount is applied to the upper limit, it will be as close to 0 yen as possible. KDDI's 3G discontinuation is approaching in March, and the number of users who are conscious of replacing feature phones with smartphones is increasing, which is another reason for the expansion of entry-level models.
The upper limit of the discount will not change, and after KDDI, Softbank and DoCoMo will be discontinuing 3G, so the emphasis on entry-level models should continue after 2022. As proof of that, on January 15th, Sharp's entry model "AQUOS wish" will be released from au and UQ mobile. The price is in the latter half of the 20,000 yen range. Sharp, which had expanded its market share with the "AQUOS sense" series, has lost the lead to Sony in the first half of 2021, as mentioned above. It can be said that it is a point to pay attention to whether the introduction of AQUOS wish can put a brake on this trend.
Sharp also entered the entry model market. The new brand AQUOS wish will be released on January 15However, due to the limited cost, entry models tend to have the same specs. Specifications for the Japanese market, such as Osaifu-Keitai and waterproofing, are becoming more prevalent, making it difficult to differentiate them. Like the AQUOS wish, which uses recycled plastic for the body and puts out the SDGs on all fronts, it seems necessary to change the approach to the project itself. In order to build brand power, it is also required to clarify the characteristics as a manufacturer with high-end models.
AQUOS wish uses recycled plastic for its body and appeals to young people who are highly conscious of the environment. Entry-level models, which are difficult to differentiate, are likely to require such ingenuity.What are the characteristics of high-end models?