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先進アジア太平洋におけるスマートフォン市場の動向・予測:2015-2020年

Smartphones in Developed Asia-Pacific: Trends and Forecasts 2015-2020

発行 Analysys Mason 商品コード 348313
出版日 ページ情報 英文 29 Slides
納期: 即日から翌営業日
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本日の銀行送金レート: 1USD=101.51円で換算しております。
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先進アジア太平洋におけるスマートフォン市場の動向・予測:2015-2020年 Smartphones in Developed Asia-Pacific: Trends and Forecasts 2015-2020
出版日: 2016年01月05日 ページ情報: 英文 29 Slides
概要

先進アジア太平洋地域のスマートフォン市場は極めて飽和しています。ほとんどのハイエンドデバイスは消費者の関心を惹きつけることに失敗しており、ゆっくりとした置き換えサイクルは販売台数の成長を妨げています。

当レポートでは、先進アジア太平洋におけるスマートフォン市場について調査し、スマートフォンの売上・普及に影響を及ぼす地域的な動向の予測、各国における予測・動向の分析、同地域におけるオペレーター・ベンダーのアプローチなどをまとめています。

エグゼクティブサマリー

世界の動向

  • 飽和するスマートフォン市場:オペレーターおよびベンダーはプライオリティを再評価しなければならない
  • 販売台数の増加は新興市場に依存するとみられ、ほとんどはアジア太平洋からもたらされる見込み
  • オペレーターはほとんどの地域でスマートフォンの主要ソースだが、その他のチャネルよりも形勢不利に
  • ベンダーの融資は急激な変化というよりもオペレーターのデバイス戦略の段階的な移行のエンドポイント
  • ベンダーの融資計画はユーザーがSIMオンリーの契約に準備が整っている諸国において成功する可能性が高い
  • オペレーターのバンドルは需要があり、プリペイドからポストペイ度への移行において重要な役割を果たす
  • Appleはハイエンド市場をリードし、中国ベンダーはローエンドの需要を獲得
  • 販売台数におけるiOSの市場シェアは2020年まで約15%で安定を維持する見込み

地域の動向

  • 先進アジア太平洋:Appleはハイエンド区分で成長をもたらすものの、スマートフォン市場は失速
  • 先進アジア太平洋:主な地域的動向

各国の動向

  • オーストラリア
  • 日本
  • 韓国
  • 台湾

予測手法・前提条件

著者・Analysys Mason について

図表リスト

目次

"Incremental smartphone innovation is not enough to convince the sophisticated smartphone user base of the region to commit to fast replacement cycles."

Developed Asia-Pacific is home to highly-saturated smartphone markets, with large sophisticated user bases and small groups of first-time buyers left to be converted to smartphones. Most high-end devices are failing to attract consumers' attention and slower replacement cycles are hindering growth in unit sales.

This report and accompanying data annex provide:

  • regional forecasts for, and trends that affect, smartphone sales and penetration
  • country-level forecasts and trend analysis for Australia, Japan, South Korea and Taiwan
  • operator and vendor approaches in the region, and in the aforementioned list of countries.

GEOGRAPHICAL COVERAGE

       Region
  • Developed Asia-Pacific
       Detailed country commentary
  • Australia
  • Japan
  • South Korea
  • Taiwan

DATA COVERAGE

Connections
  • Mobile handsets (smartphone or basic phone)
  • Smartphones' share
Unit sales
  • Mobile handsets (smartphone or basic phone)
  • Smartphones' share

About the authors

Kerem Arsal (Senior Analyst) is a key contributor to Analysys Mason's Mobile Services research programme, which helps operators to understand, and monetise to maximum efficiency, the interplay between voice, messaging and data services. His work involves in-depth coverage of issues such as customer retention, mobile data pricing, MVNO strategies, and the impact of regulation and roaming. Previously, Kerem was a research manager at Pyramid Research, where he was responsible for setting the thematic research agenda across multiple tracks and regions. He also headed numerous projects around operator strategies, as well as commercialisation of, and demand assessment for, new products in the consumer and enterprise segments.

Heenu Nihalani (Research Analyst) is a member of Analysys Mason's Consumer Services research team in London, contributing to the Mobile Services, Mobile Devices, Future Comms and Media, and Digital Economy Strategies research programmes. Prior to joining Analysys Mason, she worked as a financial knowledge broker in London, and as a journalist and copywriter in Hong Kong. Heenu holds an MSc in financial analysis from the Hong Kong University of Science and Technology, and a Bachelor's degree in philosophy, politics and economics from the University of Warwick.

Table of Contents

  • 5.Executive summary
  • 6.Executive summary: Incremental innovation is not enough to convince the region's consumers to rapidly replace handsets
  • 7.Worldwide trends
  • 8.Worldwide: Smartphone markets are saturating - operators and vendors must reassess their priorities
  • 9.Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia-Pacific
  • 10.Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 2015
  • 11.Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change
  • 12.Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts
  • 13.Worldwide: Operator bundles are in demand and play a role in prepaid-to-postpaid migration
  • 14.Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end
  • 15.Worldwide: iOS's market share of unit sales will remain stable at around 15% until 2020
  • 16.Regional trends
  • 17.Developed Asia-Pacific: Apple provides growth in the high-end segment in an otherwise stalling smartphone market
  • 18.Developed Asia-Pacific: Key regional trends
  • 19.Country-level trends
  • 20.Australia: Highly saturated market with a shrinking pool of first-time buyers will prevent growth in smartphone sales
  • 21.Japan: Slow growth in smartphone unit sales will be driven by consumer demand for Apple devices and local brands
  • 22.South Korea: The smartphone market is dominated by local vendors and operator sales channels
  • 23.Taiwan: Greater affordability of 4G-compatible smartphones will boost sales
  • 24.Forecast methodology and assumptions
  • 25.Forecast methodology and assumptions
  • 26.About the authors and Analysys Mason
  • 27.About the authors
  • 28.About Analysys Mason

List of figures

  • Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, developed Asia-Pacific, 2012-2020
  • Figure 2: Mobile handset unit sales by type, and smartphones' share of unit sales, worldwide, 2012-2020
  • Figure 3: Smartphone unit sales by region, 2014 and 2020
  • Figure 4: Percentage of respondents who bought their most recent handset from an operator, 16 countries, and averages for 2014 and 2015
  • Figure 5: Device bundling and financing plans by type
  • Figure 6: Seven areas of consideration for operators when assessing the potential impact of SIM-only and vendor financing take-up
  • Figure 7: Choice of next mobile tariff by type among those who plan to change their tariffs, by current tariff type, 6 European countries, US and South Korea
  • Figure 8: Choice of next mobile tariff by type among those who plan to change their tariffs, by current tariff type, 8 countries in MEA and emerging APAC
  • Figure 9: Smartphone unit sales by manufacturer, worldwide, 2012-2020
  • Figure 10: Smartphone unit sales by operating system, worldwide, 2012-2020
  • Figure 11: Mobile handset connections by type, and smartphones' share of connections, developed Asia-Pacific, 2012-2020
  • Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, developed Asia-Pacific, 2012-2020
  • Figure 13: Key regional trends in handset markets, developed Asia-Pacific
  • Figure 14: Smartphone unit sales and smartphones' share of mobile handset unit sales, Australia, 2012-2020
  • Figure 15: Smartphone unit sales and smartphones' share of mobile handset unit sales, Japan, 2012-2020
  • Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, South Korea, 2012-2020
  • Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, Taiwan, 2012-2020
  • Figure 18: Main enablers and constraints for our smartphone forecasts
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