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China Briefings

Reports on China issued by Samsung Economic Research Institute

Development of Cell Phone’s User Interface and Its Effect on Cell Phone Manufacturers

Development of Cell Phone’s User Interface and Its Effect on Cell Phone Manufacturers

Samsung Economic Research Institute Beijing Office

Aug. 18, 2009

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1. The Importance of User Interface of Cell Phone

□ With widening use of cell phones, the importance of the cell phone's user interface (UI) is gaining attention.

- As the functions of cell phones expand thanks to various applied programs, the number of mobile Internet users is steadily rising.

•  As of June 2009, about 50% of Chinese population (1.3 billion) are using cell phones and 150 million Chinese are using mobile Internet.

- As the use of mobile content becomes an everyday activity, the UI of a cell phone has substantial influence on consumers' choice of cell phones.

•  Fast Internet connection, user-friendly operation and multi-tasking functions of cell phones are considered increasingly important. That underscores the role of cell phone's user interface.

•  In 2008 GetJar surveyed cell phone buyers about the usability of cell phones. Twenty percent of the respondents said UI is the most important factor and 67% respondents said it is important.

- Enhancement in technological and program development has narrowed the technological gap of cell phone functions. In such a situation the UI of a cell phone is the key to differentiate from competitors.

•  The success of Apple's iPhone, released in 2007, was thanks to user-friendly interface and clear touch screen of its UI.

•  Cell phone manufacturers are focused on UI development and UI will be recognized as a core factor for product differentiation.

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