Sharp rushes to put in "AQUOS WISH", "3G winding" and competition from middle to low

This season, which is now in 2021 and has reduced the announcement of new smartphones, this year was different.Sharp announced a new smartphone model "AQUOS WISH" on December 6, 2021.

AQUOS WISH will be a new position in the traditional Sharp smartphone series "R", "ZERO" and "SENSE".Specifically, the AQUOS SENSE series is positioned as a low -end lower end, and it is expected that the price from KDDI sold for consumers has not been revealed, but will be set cheaper than the AQUOS SENSE series.

Because of the low end, the screen size is 5.7 inches, small, and the resolution is HD+, and the chipset is also a class below the "Snapdragon 690 5g", which was equipped with "AQUOS SENSE6".The camera on the back is simple with only one 13 million pixels.The camera app uses a lightweight version of "Camera Go" provided for the Android "Android Go" for the low -end, so it can be seen that it is strongly conscious of low cost.

However, AQUOS WISH uses a play plastic for 35%of the housing, reduces the amount of paper and reduces paper usage, and is strongly aware of the environment, and the body color and the body color.It seems that the design is also a major feature of sustainability and Ethicalness that are conscious of sustainability and SDGs, which are attracting attention these days, such as choosing those regardless of age or gender.

By simply incorporating elements other than low -end and low prices, you will be able to see how they are trying to differentiate.

However, in recent years, Sharp has been selling AQUSO SENSE very well, which should have been the first place in the domestic Android smartphone shipment share for four consecutive years.Nevertheless, the Sharp launches a new model that is cheaper than the AQUOS SENSE at the end of the year before the spring merchant battle, so I feel a "impatience" trying to put in AQUOS WISH in a hurry.。

Given the background, the floating is the rapid expansion of the Low -end smartphone market, which can be said to be the back theme in the 2021 smartphone market.In 2021, a flagship model that strongly expanded its uniqueness by spending the best of the technology of each company, such as Sharp's "AQUOS R6" and other 1 -inch sensors, has attracted a lot of attention.It was a year, but on the other hand, it was a low -end smartphone that was rapidly gaining popularity.

In fact, in February 2021, SoftBank sold X Xiaomi's "Redmi Note 9T", achieved a low price of less than 20,000 yen excluding tax while supporting a large screen with a 5G compatible, and felica.It attracted attention.However, it was the domestic manufacturer who focused on low -end models that realize a low price of around 20,000 yen.

One of the most popular is the "Xperia Ace II" made by NTT DOCOMO.Xperia Ace II is not compatible with 5G and is not high in performance, but in addition to the compact size of 5.5 inches, it focuses on the performance that can be used with peace of mind, such as installing a 4500mAh battery, and is also in docomo online.Achieves a low price of 22,000 yen at the shop.There were many docomo shops, which maximally apply discounts linked to the communication contract, and sold for 1 yen.

In the past, the Xperia series was mainly expensive flagship models, but in 2021, in addition to the strong performance of the middle class "XPEIRA 10 III", the sales of lower -priced Xperia Ace II were in great shape.The shipments share is rapidly expanding.

MM Research Institute announced on November 11, 2021, in the first half of 2021 domestic smartphone shipments, Sony was the second largest after Sony pulled out Sharp, and on Android smartphones.

And from this Sony's breakthrough, it can be seen that the needs of users seeking low prices are moving from a middle class of 30,000 to 50,000 yen to a low end of the 20,000 yen range.Behind this is the government's discount regulations, but another major impact is accelerating the "winding" that moves 3G users to 4G or 5G in anticipation of the end of 3G services.That's what you do.

Above all, KDDI, which handles AQUOS WISH, will end 3G at the end of March 2022, and it can be seen that NTT DOCOMO and SoftBank have not been able to end it so much that they are working on winding at a rapid pace.。And the target users are likely to have many seniors who are not very interested in replacing the terminals, and they tend to seek reliability and security rather than performance, even though they are low -priced.Domestic manufacturers who have strengths in high durability are dominant.

It can be said that Sony introduced Xperia Ace II is a strong awareness of the winding demand, and FCNT has recently provided demand for winding, including supplying the three major companies in the 20,000 yen range.I am focusing on the conscious low -end model.In addition, Kyocera, a major shareholder of KDDI, has announced the supply of the first senior smartphone "Anshin Smartphone" to NTT DOCOMO, a competition of KDDI, is a symbolic movement aimed at winding demand.。

On the other hand, Sharp has no lineup below AQUOS SENSE, and the latest AQUOS SENSE6 is the highest NTT docomo version, which is nearly 60,000 yen, so those who want low prices.There was a shift from the needs.

The need for low -priced terminals is increasing significantly due to the rapid expansion of winding demand, leading to a sense of crisis that it is difficult to maintain the first place in Japan with the AQUOS SENSE series alone, hurrying the AQUOS WISH series.I guess it could be said to have been introduced in.

Furthermore, in the future, it is expected that the need for low -end models will increase even if the government has no way to loosen the discount regulation, and that the economic recovery in the corona has not progressed easily.The recent low -end model has a performance of the middle class a while ago, so the number of people who feel "this is enough" may increase in the future.

That is why 2022 is more and more people who choose a low -end smartphone in the form of a low -priced but high -end price, such as REDMI Note 9T, in addition to gaining demand, and the number of people who choose low -end smartphones has increased.It is expected to eroded.On the other hand, the expansion of the low -end market, which has a low profit, is honest that there is anxiety because the competition of physical strength games that reduces the interests of terminal manufacturers can accelerate further.