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2010 LA CXOs' Choice: Communication and Computing Products and Services
Frost & Sullivan, June 2010, Pages: 71
Among LA CXOs, laptop computers are widely used. Meanwhile standard feature phone usage has declined, which is mostly attributed to usage of smart phones. Smart phones are primarily perceived as business phones, while standard feature phones are primarily viewed as personal phones. Basic features such as quality, connectivity, and ease of use are most important to LA CXOs using laptop computers, standard feature phones, and smart phones. Features unrelated to core functionality are less important.
This Frost & Sullivan research service titled 2010 LA CXOs' Choice: Communication and Computing Products and Services measures the preferences of mobile communications and computing products/services among C-level executives across various industry verticals throughout Latin America (LA). In this research, Frost & Sullivan’s expert analysts examine the following sectors: laptop/notebooks, smart phones, standard feature phones, Web based collaboration tools, mobile location based applications, and mobile multimedia content applications.
Market Overview
Superior Quality and Connectivity Options Ramp up the Attraction Quotient for Laptops/notebooks for LA CXOs
Frost & Sullivan’s scrutiny of the communication and computing services arena has thrown up valuable insights on the significant trends impacting the landscape. The study analyses the preferences, importance of main attributes, ownership/usage rates, as well as satisfaction and future intentions with brands currently owned or used for products such as laptops, notebooks, standard feature phones, and smart phones. Intense competition characterizes the LA laptop/notebook market landscape, with all the top-notch companies vying for a share. 'Connectivity options and overall quality are the two most important laptop/notebook features according to LA CXOs,' notes the analyst of this research service. 'Conversely, features not related to the core function of laptop/notebooks, such as design and innovation are deemed less important.' Overall, LA CXOs expect the products they use to perform as expected, and are less interested in frills. The majority of laptop/notebook owners have a personal desktop along with a laptop. Nearly, two-thirds own more than one laptop/notebook, primarily because they prefer to have one for personal use and another for business purposes. In the laptop/notebook domain, HP is the most owned brand among LA CXOs. However, Apple is the top rated laptop/notebook brand.
With smart phone usage on the upswing, standard feature phone demand is experiencing a downslide. Generally, standard feature phones are viewed as personal use phones, while smart phones are perceived as business use phones. Among those who have more than one standard feature phone, typically it is to have one for personal and the other for business purposes. The important attributes expected from a standard feature phone are overall quality, battery life, and ease of use. About half of LA CXOs replace their standard feature phones annually. The primary reason for replacement is to receive technological updates. In the standard feature phone space, Nokia has the strongest brand reputation among LA CXOs, and overall has the largest proportion of LA CXO owners. Furthermore, Nokia owners have the highest satisfaction levels and strongest future intentions.
Wireless communication and ease of use are the two vital features attributed to smart phones. Meanwhile, aspects such as design and appearance, multimedia capabilities, and digital camera are relegated to the lower rungs of the priority list. In the smart phone sphere, BlackBerry is the top owned brand of smart phones among LA CXOs. However, Apple’s iPhone is acclaimed as the number one brand. Similar to standard feature phone results, most LA CXOs do not change smart phones less frequently than annually. Annual phone changes are dictated by the need for receiving technology updates.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Laptop/notebooks
- Smart phones
- Standard feature phones
- Web based collaboration tools
- Mobile location based applications
- Mobile multimedia content applications
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