Abstract
This IDC study discusses the results of IDC Asia/Pacific' s Joint Mobility
Survey, 2007, covering 2,864 mobile phone users across Australia, the People' s
Republic of China (PRC), Hong Kong, India, Korea, and Thailand in 2007. As the
Asia/Pacific (excluding Japan), or APEJ, market for mobile phones experiences a
period of sustained growth from the emerging markets, the diversity between
various countries has become increasingly pronounced. Understanding these
differences in consumer habits and preferences is key to success.
"Even as the importance ratings dropped for all technology-based features year
over year, price, branding, and design came out on top yet again as the most
crucial features influencing mobile phone purchases," says Melissa Chau,
associate market analyst, Personal Systems, IDC Asia/Pacific.
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