Mobile Phones in Romania

PROSPECTS

Smartphones more popular for a growing number of applications

Mobile phones registered reasonable retail volume growth in 2019, driven by smartphones. These lightweight devices address a multitude of consumer needs, such as communication, media consumption, navigation, gaming and activity/sports tracking.

Larger screens in demand for media consumption

Smartphones with larger screens of 5.5 inches and above were in increasing demand in 2019 as consumers favour larger screens when using their smartphones as media devices to stream films and other audio visual content or to browse the web.

Innovation to continue to make smartphones an indispensable necessity

With smartphones already perceived as indispensable consumer electronics products, ongoing product innovation will likely boost both retail value and volume sales over the forecast period, particularly in rural areas, with smartphones being the first major consumer electronics product purchased by some dwellers, and the first device they use for activities such as internet browsing. Product innovation such as foldable phones, improved photo technology, battery life and wireless charging will also support growth of smartphones.

COMPETITIVE LANDSCAPE

International brands continue to lead

Consumer brand attachment to their smartphones is high and Romanians usually care about the brand they own. Furthermore, they are also more preoccupied with personalising their mobile devices.

Allview fights back in smartphones

Visual Fan is the main domestic player in smartphones with its Allview brand. The brand performed well initially, gaining share over the early part of the review period.

Avenir Telecom launches Energizer with long battery life

Avenir Telecom launched its Energizer smartphone in 2019. The phone features an 18,000 mAh battery, which the player claims is the first in the world.

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