The opportunities which the various players have thus include: improving designs, improving their user interfaces, introducing or enhancing apps, migrating from the Java programming environment to the C programming environment, deepening partnerships with OEMs, and expanding or strengthening their presence in market segments in which they are weak (e.g. enterprise or consumer segments) (Freedman, 2010; Shah, 2010).
Potential threats include: increased competition, the increase in the VAT sales tax, and the rise in interest rates (Thomson Reuters, 2011; ComScore, 2010). Smartphone players need to leverage on their strengths, while avoiding their weaknesses in order to exploit these opportunities and overcome the threats.
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