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CES 2016 Trade Show: Day 1

by Woody Oh | Jan 05, 2016

Analysts from our Wireless Smartphone Strategies (WSS) research service are at the Consumer Electronics Show (CES) trade show this week in Las Vegas, the US.

Our earlier CES 2016 pre-blog can be viewed here.

These are three key trends and appealing smartphone models we have identified at the event on Day 1 (Mon):

1. LG's New Sub-Brand, K-Series: LG has unveiled Android-based 'K10' and 'K7', two new affordable 3G / LTE smartphones under the newly-launched K brand, which appears to be targeting the growing smartphone users in the emerging markets. 5.0 inch K7 and 5.3 inch K10 feature a stylish design based on glossy pebble shape, coming with appealing and user-friendly camera functions for both junior, young and senior consumers.

LG has been struggling to inch up its global smartphone market share recent quarters, but the advent of the new K-branded smartphones will help LG penetrate into China and India where LG has little market share, not to mention that LG will be able to strengthen its robust market share in the US, Brazil and Mexico. Strategy Analytics recommends LG sticking with simplified brand positioning with premium G and V, mass-tier K and few more brands for better brand awareness worldwide.

2. TCL-Alcatel Pixi 4 Family Smartphones: TCL-Alcatel is announcing three Pixi 4-branded smartphones running on Android OS, differentiated by the display size, 3.5, 4.0 and 6.0 inch. Aiming at providing the premium audio and video features at affordable price-points, Pixi 4 family is coming with creative Polaroid software for customized camera editing and Arkamys optimized speakers for louder and clearer audio experience.

TCL-Alcatel was very strong in selling their lower-cost smartphones worldwide, but is faced with growth pause due to the lack of impressive 4G LTE hit-models at high to premium-tier category, but it remains to be seen whether the newly-launched Pixi 4, focusing on advanced audio and camera functions will turn things around as the high-quality user-experience for music, photo and video is getting important when people choose the smartphones.

3. Huawei's Focus on US Market: We are expecting Huawei, the 3rd largest smartphone vendor in the world, to launch a mid-tier 5.5 inch Full HD GX8 (variant of G8 launched in Q4 2015) for US market, and to exhibit 6.0 inch latest premium Mate 8 and a premium Gold edition of Nexus 6P.

North America / USA is the only region where Huawei is struggling to gain some meaningful market share, so we believe that Huawei is eyeing US market with stronger focus, promoting both premium Nexus 6P and mass-tier GX8 & Honor-branded products, and will bring in more high-spec / affordable products this year. We expect Huawei will formally introduce Honor branded smartphones into US market in the next several months.

Please check back here, every day, to our blog page, for further blogs and daily updates from CES 2016.

CES 2016_Day 1 Blog

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