Disappointing smartphones suggest focus on margins – with one exception

Consumers have long been clamoring for vendors to bring something truly revolutionary to the mobile table, but as the major vendors took it in turns to unveil their new devices, such hopes were dashed.

Many commentators had expected this year to be a standout year for mobile phone manufacturers, characterised not only by major internal improvements, but also by innovative designs and groundbreaking aesthetics.

Consumers have long been clamouring for vendors to bring something truly revolutionary to the mobile table, but as the major vendors took it in turns to unveil their new devices, such hopes were dashed.

That sense of disappointment certainly rings true for most vendors, although one did manage to buck the trend. But before we reveal which vendor stood out from the crowd, let’s take a quick look at some of the major unveilings that left us wanting more in terms of design.

When HTC’s flagship One series was first launched in 2013, the original device was hailed as one of the best looking on the market, and the rave reviews continued for last year’s HTC One (M8) installment. With such pedigree in mind, hopes were high for the new HTC One M9, but almost as soon as the official unveiling was over, industry experts and consumers took to social media to lament the lacklustre evolution of the product.

Yes, the phone’s performance has been enhanced, but in design terms it looks almost identical to its predecessor. You would really have to know the devices well to distinguish between the two models, with the main difference being that the rear camera is now square rather than the previous circle design.

Last year's LG G3 was another device that was very well received by the critics, although IDC's market data shows that the device didn't gain much traction in the GCC. In an attempt to reverse that trend, the company launched the G4 earlier this year, with improvements including a better screen, improved camera, and more powerful processor.

On the outside, however, the design changes are less obvious. The device is still made of plastic and the screen is the same size, although it now features an ever-so-subtle curve – you have to look very closely to notice. Undoubtedly the most noticeable difference is that LG now offers a fashionable leather-backed option that comes in a variety of colours.

Even the renowned design deities at Apple somehow managed to underwhelm in the looks department this year. It's no secret that Apple builds some of the most attractive mobile devices in the market, drawing on an unrivalled attention to detail to produce immaculate fits and finishes that garner plenty of admiring glances.

However, in terms of true design innovation, Apple left us wanting with its latest iPhone 6 and iPhone 6 Plus models. Yes, the new larger screens represent a true departure for the American giant, and the phones are also more rounded than previous generations. However, one can’t help but notice the incredible aesthetic similarities between these devices and the latest iPod Touch, while there was also a less-than-rapturous response to the antenna lines and protruding cameras that feature on the back of the phones.

Despite these gripes, the sixth generation of the iPhone has gone on to break all previous sales records, with IDC’s data showing the vendor with a 20 per cent share of the GCC smartphone market for the second quarter this year.

So which of the leading vendors did manage to shake things up a bit in 2015? Enter Samsung and its new S6 Edge device, a piece of kit that is truly different to anything else already available on the market. For years now, consumers have been craving devices that not only feature the best internals, but also look and feel like the best, and Samsung has finally delivered, ditching its traditional plastic builds for a more premium glass and metal finish on the S6 and S6 Edge.

Although these devices now feel like they truly belong in the premium flagship bracket, it is the double-curved screen on the front of the S6 Edge that really captures the imagination and provides the wow factor that is so sorely lacking elsewhere in the market.

The vendor has experienced some supply issues with the S6 Edge as a result of production complications, while demand for the standard S6 variant has surprisingly fallen short of expectations. But none of this takes away from the fact that the S6 Edge is one extremely good-looking device.

The reasons for the lack of design innovation currently plaguing the market are not clear. It’s certainly not down to a lack of talent, so a more likely scenario is that many vendors are simply being mindful of their profit margins. The mobile space is becoming ever more crowded and margins are shrinking rapidly. With smaller profits and fewer funds, manufacturers have less to invest in design and research and development, which ultimately translates into less innovation in the hands of the consumer.

Saad Elkhadem is a research analyst at IDC Middle East and Africa.

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