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The next front in Apple and Samsung's gadget war

Overtaking Apple Inc as the world's leading maker of smartphones has stretched Samsung Electronics Co's in-house supply lines, and the South Korean firm is now courting some of its rival's main parts suppliers.

After costly courtroom battles over technology patents, the two gadget giants are now going head-to-head over securing the best supply of parts as they jostle to rule the $253 billion smartphone market. The two took 100 per cent of the industry's profit in January-March, Canaccord Genuity data show.

Trampling on Apple's supply patch could make life tough for the US firm as it prepares for its next product line-up including a cheaper iPhone for emerging markets such as China. Having Samsung muscle in on its suppliers could drive up costs and lead to component bottlenecks, disrupting product launches.

Samsung's huge in-house supply chain - providing parts from displays and powerful processors to memory chips and batteries - has been a core strength in its war for smartphone supremacy. As it now looks to widen its lead with products spanning both the high and cheap-and-cheerful ends of the market, Samsung's supplies have become stretched, prompting it to hunt elsewhere to ensure it isn't caught short.

"The next round of the post-patent battle for them will be over component supplies," said Lee Sun-tae, an analyst at NH Investment & Securities. "Who wins access to the best performing components in class in large quantity - that's the key ... and explains why Samsung is shopping for components more than ever."

Tiny overlap, big impact

For sure, Samsung still buys the majority of its components in-house, and the overlap with Apple on external suppliers is, so far, limited. BNP Paribas estimates that more than 80 per cent of component profits generated by Galaxy S4 sales go to Samsung itself and its units.

But even a tiny overlap can be damaging as smartphones are constantly upgraded to more powerful computing and media devices - allowing users to take pictures, shoot video, play music, game online, watch TV and navigate - raising the need for more and smarter components.

"Any disruption in even small parts that you wouldn't think are really core, say headphones, can affect product launches," said Lee at NH Investment & Securities.

For example, Taiwan's HTC Corp, which has slipped out of the top-10 smartphone makers, reported a record-low quarterly profit last month after delaying the full launch of its flagship model due to a shortage of cameras.

"Having a single supplier carries a lot of risk. Bearing that in mind, Samsung may even consider using LCD along with OLED in its signature Galaxy S range to reduce its total reliance on Samsung Display," said Song Jong-ho, an analyst at KDB Daewoo Securities.

Samsung Display doesn't produce LCDs for smartphones so as it boosts sales at the lower end of market it needs to outsource LCDs. The Korean firm uses the more expensive OLED display only on its high-end models. (Excerpt from Business Spectator)


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