The threat of substitutes (Low)
Although there is an increase popularity of the PDA, which is much lighter and enable to access to the internet, Microsoft office, and other more areas which a mobile phone does not offers, with features which is similar to a laptop. However, the majority of the population will still choose to own a mobile phone instead, due to the affordable pricing. Furthermore, PDA is more suitable for working adults. Hence, the profit margin of mobile industry will not likely to reduce.