Losing my phone recently has focused my attention on design issues in the industry; as I’ve mentioned, I’m hanging on and using my old Nokia 6108 while I wait for my chosen new model - the Meizu M8 - to arrive on the market. The 6108 was the first Nokia model to be designed in China, in Beijing to be exact. Meizu are based in south China, in Guangdong, and seem to be quietly building up a global following, based on the number of web sites dedicated to their products. A couple of weeks ago I also wrote about CECT, another Chinese phone company, and their model with biometric security features - and again, judging from the number of comments, it seems that without the company apparently trying very hard, they seem to be building up a global customer base attracted by the feature sets of the phones, which aren’t provided by the global brands. I know from my own time spent in Beijing, that mobile phone shops are everywhere, and there are many, many local brands.
Given this context, I found an article I just read in Asia Times Online extremely interesting. In China’s phone makers in speed dial mode, Olivia Chung mentions that the Chinese government has just liberalised the rules on phone handset manufacturing and distribution. This means that local manufacturers will be released from a bottleneck that’s been inhibiting their activity. The key market is the rural Chinese population, who are extremely price-sensitive, and have little or no brand loyalty. This means that to makes sales, manufacturers will have to design low-cost phones with very diverse feature sets.
For years, we’ve seen Japan held up as the main source of innovation in the phone sector, with technologies and phone-based activities far in advance of anything we get in ‘the West’. Japan, however, is a very local market: not so many of its innovations actually transfer to other locales. China, however, is different: it’s using the same technologies as ‘the rest of the world’. This means that very soon we’re going to see the fast-forward innovations of Chinese manufacturers, honed in the frantic fight for domestic market share, producing phones that people elsewhere in the world will find highly desireable.
These foreign buyers may not be all that numerous for any given manufacturer or model, just part of the Long Tail. However, it’s inevitable that some will become evangelists for their phones, and brand awareness will spread. It’s also pretty inevitable that there will come a breakthrough product, one that just happens to meet an unexpected demand, and that will really bring Chinese phones to global attention.
The global brands, especially Nokia - through the activities of Jan Chipchase and his colleagues - have been taking an anthropological approach to user needs for a long time, with the aim of designing phones to meet social and psychological niches. (Nokia recently opened the world’s largest Flagship Store in Shanghai, an indication of how seriously they take the Chinese market). Chinese manufacturers will be doing the same by designing a multitude of handsets, letting them loose in the market, and seeing which ones sell: design through survival of the fittest, rather than design by research. I wonder which will be more effective..?
Heh, I’m guessing there’s a niche to be filled by someone: distributing information on new Chinese phone models, and translating the user manuals…
Update 25 Nov 2007:
For some more background information, see this summary of a 2005 report on the Chinese mobile phone design market.