The global smartphone market is spiralling towards total saturation thanks to strong global sales throughout 2009.
In Q3 it has been reported by Gartner that nearly 310 million mobile phones were sold worldwide, of which over 40 million were smartphones.
Significantly, sales in other areas of the market tailed off as demand for hi-tech handsets continued to increase.
This resulted in the stagnation of the average selling prices across the board despite the general sales increase.
Gartner spokesperson Roberta Cozza indicated that manufacturers would need to promote diversity and individuality in their upcoming smartphone handsets in order to innovate and stand out from the crowd.
She also advised manufacturers to ensure compatibility with popular applications, which suggests standardised software platforms may play a pivotal role in the future of the smartphone market.
Open platforms will make it more difficult for manufacturers to market their products effectively, according to Gartner.
The growing number of handsets utilising the Google Android mobile operating system will have an impact in this respect.
In the run up to Christmas 2009, many new Android devices are hitting the shelves which appears to support Gartner's predictions.