DYNAMICS OF THE COMPETITIVE ENVIRONMENT OF THE GLOBAL SMARTPHONE MARKET IN TERMS OF LEADING BRANDS

Abstract

The smartphone market is a dynamic and competitive environment that constantly evolves under the influence of technological innovations, changing consumer preferences, and economic factors. Market research traditionally focuses on analyzing dominant brands, their competitive strategies, consumer loyalty, and their economic impact on society. However, significantly less attention is given to the diversity of product units within each brand, their regional distribution, and the adoption of advanced technologies. This article attempts to systematize information on the variety of models offered by leading smartphone brands, their positioning in global and regional markets, and the technological advancement of mobile devices. The main objective of the study is to examine the leading smartphone manufacturers in terms of the number of product names and models, the adoption of new technologies, and the geographical distribution of devices. The market share of brands in global and regional markets has been analyzed, allowing for the identification of their presence in different geographic areas. Special attention is given to the analysis of the number of smartphone models released between 2018 and 2024, revealing significant annual fluctuations depending on the brand. The technological evolution of the smartphone market is also observed in the context of the introduction of new mobile communication standards. The transition from 3G to 4G occurred between 2018 and 2019, while the active deployment of 5G began in 2020 and continues to develop. The distribution of models by regional availability reveals significant differences between markets. In particular, some models are designed exclusively for specific regions, taking into account the characteristics of local markets. The generalization of research findings allows for the identification of key trends in the development of the smartphone market. A clear differentiation of brands based on regional distribution is observed, along with the active implementation of advanced technologies, contributing to the gradual renewal of mobile devices. At the same time, different brand strategies regarding the number of product names and models indicate varying approaches to meeting consumer demand.