LyrArc Article Gist
The Chinese market for mobile phones has seen Chinese companies use their advantages of knowing local requirements and better distribution systems, especially in the rural areas and second tier cities, to establish a presence. By 2004 companies such as Bird and TCL made significant gains. Bird planned to take on overseas markets and take 8% of the global market. Ningbo Bird and TCL then had half the Chinese market. According to analysts this effort fizzled out and these two companies had sales decreasing as larger companies like Nokia started going into the smaller cities and rural areas. Now another company is using its knowledge of the special features desired by Chinese buyers and its distribution system in rural areas and smaller cities to establish a presence. Tianyu, better known by its K-Touch product introduced in 2005, started as a handset contract manufacturing company. Tianyu offers locally desired features not offered by makers like Nokia and Samsung- dual SIM card option popular because it allows keeping second generation phone numbers and accounts while keeping open the option for a 3-G line, bigger text for older users, text messages read aloud, touch screens, receiving phone calls for two numbers, and so on. And Tianyu does this for less than $200, a price that Nokia and Samsung can't match for features like touch screen. Comparison of the K-Touch E62 with a Taiwanese handset called HTC Magic using Android, both touch screen, showed a price for HTC Magic three times the K-Touch E62. The K-Touch E62 cost 798 yuan or $117. Does Tianyu rely too much on the cultural aspect of today's China which is described as "shanzai"? The meaning of this term "mountain stronghold" and has a defiant tone of local culture and tendencies fighting centralized control. It is often used to refer to the cheap knockoffs of imported products that are readily available in China. In the long run analysts believe that the larger Chinese players in telecom, Huawei and ZTE, which have smartphones appealing to Chinese consumers and 3-G technology, are more likely to have a sustained presence.