British luxury car maker, Jaguar Land Rover currently owned by Tata Motors of India is set to join the somewhat overcrowded Smartphone market with the launch of its own Smartphone and accessories by 2017.
Land Rover will be teaming up with consumer electronics company Bullitt Group to develop a customized Smartphone and range of accessories. According to Peter Stephens, CEO of Bullitt Group: “We are confident the new range of products will perfectly encapsulate everything that Land Rover represents, appealing to those who already love the brand and providing an introduction to those who are yet to discover it.”
In the same vein, Lindsay Weaver, director of licensing and branded goods at Jaguar Land Rover, in a statement recently said: “Incorporating iconic Land Rover design and innovative technology into the mobile phone sector with Bullitt Group presents an exciting challenge and fantastic opportunity to take the brand into a new dimension,”
Will the entrant of a renowned luxury brand like Land Rover rejig fortunes of the dwindling Smartphone market which has already seen major drop in sales from top phone makers? According to research from Wireless Smartphone Strategies (WSS) services, global Smartphone shipments fell 3 percent annually from 345.0 million units in Q1 2015 to 334.6 million in Q1 2016. It is the first time ever since the modern Smartphone market began in 1996 that global shipments have shrunk on an annualized basis.
Samsung shipped 79.0 million Smartphones worldwide in Q1 2016, dipping 4 percent annually from 82.7 million units in Q1 2015. Apple fell 16 percent annually and shipped a disappointing 51.2 million Smartphones worldwide in Q1 2016. Apple’s global Smartphone market share has dropped from 18 percent to 15 percent in the past year.
Global Smartphone Vendor Shipments and Marketshare in Q1 2016
|Global Smartphone Vendor Shipments (Millions of Units)||Q1 ’15||Q1 ’16|
|Global Smartphone Vendor Marketshare (%)||Q1 ’15||Q1 ’16|
|Total Growth: Year-over-Year (%)||21.1%||-3.0%|
|Source: Strategy Analytics|
What Land Rover will be bringing to the already saturated Smartphone market is left to be seen because just having a solid brand alone won’t be enough as we have seen in the past how Prada phone made by LG, Samsung’s Smartphone designed by Giorgio Armani, and Sharp’s attempt at a Ferrari Smartphone all faded into oblivion with no major impact on the global Smartphone market.