War Of The Brands: Technology Giants Compete For Tech Market

December 15, 2016

When it comes to technology, there are hundreds of different brands all competing for consumers’ attention. However, some shine through above others and have the ability to create a serious amount of hype around their products. Key players such as Apple, Samsung and Sony know how to time a product launch, and often find themselves in direct competition when new mobile and tablet devices are released. Apple still holds the majority market overall when it comes to smartphones, but other products and gadgets are boosting the appeal of other brands.

We take a look at some of the key reasons people choose the major brands on offer, and what sets them apart from the rest of the competition.


1) Brand: Apple

  • Flagship products: iPhone; iPad; Macbook
  • Market share: 38.6%

USP and Services: Apple’s high quality ‘lifestyle products’ have built up a cult following which seems unshakeable. Professionals in particular lean toward the use of Apple’s technology and each new product launch is hotly anticipated. Apple is well-known for its design and music software, high quality graphics and exclusive iOS operating system.

Brand Perception and Loyalty: Apple was the second highest rated company for brand perception among consumers in 2016, according to a FutureBrand survey. Even while the company is in the spotlight during its ongoing security feud with the FBI, public perception of Apple has not faltered. With consumers already getting excited for the iOS 10, they don’t seem to be losing faith in their favourite brand anytime soon.

Value: Apple’s technology products are often slated by consumers who prefer other brands, because of the high price tags they carry. Not only will an Apple laptop or phone set you back more than most branded devices, but the cost of repairs, spare parts and software is also much higher. Despite this, a strong brand following and high quality goods mean people keep investing in high priced Apple goods.


2) Brand: Samsung

  • Flagship products: Samsung Galaxy; Chromebook; UHD Television
  • Market share: 23.9%

USP and Services: Samsung’s curved phone design, superior camera quality and widely available parts and accessories make it a popular choice against other market competitors. Samsung also has a wider product range than its close competitors, branching into everything from household appliances to mobile communications.

Brand Perception/Loyalty: Samsung has been a stable and reliable force in the market for many years and still retains a strong client base. Reported seventh for brand perception among consumers, Samsung has so far avoided the data loss and hacking threats which have damaged other companies’ reputations. Some reports last year even suggested that Samsung consumers’ brand loyalty was greater than Apple’s following.

Value: Samsung’s brand new phones and tablets actually retail slightly higher than the Apple equivalents; however, it tends to offer better deals and discounts. Older Samsung phones drop their retail value sooner than Apple’s products do, so bargain hunters who pick the older models are more likely to get a great deal.


3) Brand: Sony

  • Flagship products: Xperia; PlayStation; Vaio laptop
  • Market share: 11.1%

USP and Services: Sony has made huge advances in a number of electronics sectors, including games consoles and personal music players. Where other phones and tablets might struggle to integrate game and music service across platforms, Sony already has the technology to push ahead.

Brand perception/loyalty: Although a longstanding and trusted name traditionally, Sony has recently lost the faith of some of its client basis. A high-profile data security breach, affecting thousands of consumers, may have driven a lot of this fallen brand loyalty. Despite turbulent times, Sony still retains a substantial part of the technology and communications market.

Value: Sony’s mobile and tablet devices are often priced much lower than similar Apple and Samsung devices, making them a better choice if you want to grab a great deal. Sony is also in a position to offer bundled deals on products, such as consoles and mobiles or smart TV set-ups, which can entice shoppers who like to get more value for their money.

Of course, there are plenty of other brands to keep an eye on too. Nokia and Windows have combined to create high quality tablet-mobile hybrids, while Microsoft is championing cross-platform integration with Windows 10 on PC, mobile, consoles and more. 2016 is already looking exciting for hand-held tech, with the much-anticipated iPhone 7 due for release as a competitor to the now-available Samsung Galaxy 7.

Aside from the loyal Apple fans, price and value remain buyers’ key concerns. Mobile technology changes so regularly that, consumers are always looking for device upgrades, and they want to save money when they buy.

You can save a few extra bucks on mobile accessories by using discount codes available on online stores such as Halfords , Gtech etc.Only Brands that can produce low priced smartphones and tablets with high-end features will always perform well in the tech markets.