Smartphone technology has moved forward in leaps and bounds over the past decade and what we expect to see in 2024 is a lot of refining the smartphone experience and integration of AI technology, a prevailing trend that will continue to dominate the industry for years to come.
Chi Zhou, President at OPPO MENA sat down with Campaign Middle East to discuss the trends and focuses for 2024.
Expansion of AI
This will come as no surprise, but AI will continue to go from strength to strength in the next decade.
With the rise of ChatGPT, the topic exploded in popularity in 2023 and in 2024 we’re going to see more AI integrated with smartphones.
Counterpoint research expects over a billion generative AI smartphones to be shipped between 2024 and 2027 with OPPO technology suppliers, Qualcomm and MediaTek, the biggest suppliers of Android smartphone silicon indicating their flagship offerings will support language models and predictive AI into mainstream lexicon.
With generative AI that supports image editing capabilities, natural language comprehension and phone call content summary and voice assistant to provide practical functions such as text to image, picture to text, and text content summary.
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Increased market share for foldable form smartphones
Foldable and flip phones have made a big comeback in 2023, being revived and modernised as not just incredibly capable smartphones but fashionable accessories.
Whilst foldable smartphones currently only comprise 1 per cent of the total smartphones owned, we expect to see this creep upwards with retention improving as consumers upgrade from better devices.
Smartphone brands are also set to begin experimenting with different categories of foldable devices like tri-fold and even rollable.
Durability for daily lives
When we look back at the formative years of mobile phones, we immediately think of how durable and long lasting they were.
Though the parameters of how phones work now, doing a lot more than they did in the past, this is something we continue to strive for in modern smartphones.
From a consumer satisfaction as well as a sustainability perspective we want smartphones to last as long as possible with the most optimised usage.
The lab simulates 48 months of phone usage, evaluating pre-aging and post-aging scores covering app cold time, boot time, multimedia response time, and app installation time.
-By Chi Zhou, President, OPPO MENA.
