When we go to the smartphone market looking for a new one, it is common that in addition to specifications such as processor, memories or cameras, we look at other sections such as the own phone design. Especially when there are many cell phones that maintain the same lines and the same aesthetic, and given that on the front we will find practically the same thing, this is of particular interest.
However, this aspect is affected by a design element that not everyone is aware of. Have you just bought a new cell phone and it looks like your friend, neighbor or family member’s? This makes perfect sense, even if it is not pleasant when you are looking for a certain “exclusivity”. This is where the acronym ODMindication that the design is not typical of the brand from which we purchased the smartphone.
What is an ODM design
Mobile telephony has been in development for several decades and yet there are current designs that still manage to surprise us. Here we have brands like Nothing who have replaced the traditional aluminum, polycarbonate or glass backgrounds with a model with its own identity thanks to the inclusion of LEDs.
On the front there is little room for imaginationmanufacturers therefore choose to add features to the back of the mobile. Lately, with changes in the materials and layout of the camera module: we have examples like Motorola’s vegan leather or the Pixel’s metal “bar”.
However, apart from the high-end range and models that opt for a premium design, it is common to find very repeated designs, capable of confusing us when identifying their manufacturer. The reason for this is the acronym we named at the beginning: an ODM design refers to one that was not made by the manufacturerthat is, it is outsourced to third parties to, among other reasons, reduce production costs.
This allows brands like Samsung, Xiaomi or Oppo, to name just a few, to manufacture smartphones without having to design every aspect of them. This is a fairly common and widespread practice.although handing over some design and manufacturing to third parties does not necessarily have to be a bad thing.
It doesn’t have to be bad
That businesses trust an ODM company That’s not to say they’re worse phones.In fact, this is the reason why we have many options in the market, and also why mobile phones are becoming economical in certain ranges. Of course, the negative side of this process is that we see less product differentiation, which is noticeable to the consumer.
And on the other hand, without it being implicit, this can have a certain impact on product quality. Everything will ultimately depend on the ODM chosen by the manufacturer, which we do not know. However, as we have said, there is no reason why these decisions should harm us.
The fact that budget Android brands are opting for ODM designs is not necessarily negative
Because ODMs typically have access to cutting-edge technology, they enable brands to respond to market needs. Ultimately, this allows us to access current and modern mobile phones without incurring any additional cost.
In addition, not all MDGs are the same– There are differences in quality and capacity, some are known for their innovative designs. The brand also continues to be important, it is not in vain that it continues to influence aspects such as user experience or after-sales service.
Which Android brands outsource the most? This study counts the percentage of ODM models
The Counterpoint Research study in Korea reports the proportion of phones outsourced by each smartphone manufacturer in the first half of 2024. A picture is worth a thousand words.
According to the market analysis company, Apple is the absolute king in not giving away the design of any of its iPhones to third parties. It is ahead of Samsung, which is the benchmark in the Android ecosystem, also when it comes to designing phones with the Google operating system.
In Samsung’s portfolio in 2024, only 22% of phones were designed by ODM, a decrease compared to 2022 data which marked 28%. Counterpoint notes that Samsung is gradually moving from Chinese ODMs to its own facilities in India.
Image: Xataka
A little far from Samsung’s 22%, we have other popular ones like the Oppo group or Honor, with 39 and 40% of their smartphone shipments with outsourced designs. This percentage leaves us with another number: four out of ten Oppo and Honor phones sold were ODM devices.
Motorola is the manufacturer with the highest number of smartphone shipments with ODM designs, 90%, followed closely by Xiaomi with 78%. These are figures that should not be considered negative: these manufacturers focus on low budget marketSo, to reduce costs, they outsource the design of their devices.
Cover image | Pepu Ricca for Xataka Android
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