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アジア太平洋の新興地域におけるスマートフォン市場の動向・予測:2015-2020年

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

発行 Analysys Mason 商品コード 348315
出版日 ページ情報 英文 30 Slides
納期: 即日から翌営業日
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アジア太平洋の新興地域におけるスマートフォン市場の動向・予測:2015-2020年 Smartphones in Emerging Asia-Pacific: Trends and Forecasts 2015-2020
出版日: 2016年01月06日 ページ情報: 英文 30 Slides
概要

アジア太平洋の新興地域では、多くの地域ベンダーが購入可能な価格帯で機能に富んだデバイスを取り揃えており、スマートフォンの販売台数は2020年には10億台を超えると予測されています。

当レポートでは、アジア太平洋の新興地域におけるスマートフォンの市場について調査し、世界のスマートフォン市場の現状、アジア太平洋の新興地域全体および主要国における動向、モバイル端末の接続数および販売台数の推移と予測、スマートフォンのシェアなどをまとめています。

調査データ

  • 接続数
    • モバイル端末 (スマートフォン・ベーシックフォン)
    • スマートフォンのシェア
  • 販売台数
    • モバイル端末 (スマートフォン・ベーシックフォン)
    • スマートフォンのシェア

目次

  • エグゼクティブサマリー
  • 世界の動向
    • 飽和状態のスマートフォン市場:通信事業者・ベンダーは優先事項を再考する必要がある
    • 販売台数の増加は新興市場に依存・多くはアジア太平洋からもたらされる見込み
    • ほとんどの地域において通信事業者がスマートフォンの主要購入経路だが、他の経路にいくらかのシェアを譲っている
    • ベンダーファイナンシング:急な変化というより通信事業者のデバイス戦略における段階的移行のエンドポイントである
    • ベンダーファイナンシングプラン:SIMオンリー契約に対応可能なユーザーを持つ国で成功する可能性が高い
    • 通信事業者のバンドルは需要があり、またプリペイドからポストペイドへの移行において重要な役割を果たす
    • Appleがハイエンド市場をリードし、中国のベンダーがローエンドの需要を獲得している
    • iOSの売上台数によるシェアは2020年まで約15%で安定を維持する見込み
  • 地域動向:アジア太平洋の新興地域
    • モバイルデータ利用の低い浸透度と低い需要がスマートフォンの売上を加速させる見通し
    • 主な地域動向
    • 東南アジアの流通経路において通信事業者の役割はあまり重要でない
  • 国別の動向
    • 中国
    • インド
    • インドネシア
    • マレーシア
  • 予測手法・前提条件
  • 著者およびANALYSYS MASONについて
  • 図表
目次

"Smartphone unit sales in emerging Asia-Pacific will exceed 1 billion in 2020, thanks to the many regional vendors that are bringing to market affordable yet feature-rich devices."

First-time buyers will be a steady source of demand for smartphones in the region, but the prevalence of prepaid connections makes device financing difficult for operators. Price declines led by regional vendors, as well as operator efforts to expand mobile coverage and improve device bundles, will play a key role in generating sales growth.

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 China, India, Indonesia and Malaysia
  • operator and vendor approaches in the region, and in the aforementioned list of countries.

GEOGRAPHICAL COVERAGE

       Region
  • Emerging Asia-Pacific
       Detailed country commentary
  • China
  • India
  • Indonesia
  • Malaysia

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: First-time buyers will drive smartphone sales growth
  • 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.Emerging Asia-Pacific: Low penetration rates and demand for mobile data usage will boost smartphone sales
  • 18.Emerging Asia-Pacific: Key regional trends
  • 19.Emerging Asia-Pacific: Operators have a peripheral role distribution channels in Southeast Asia
  • 20.Country-level trends
  • 21.China
  • 22.India
  • 23.Indonesia
  • 24.Malaysia
  • 25.Forecast methodology and assumptions
  • 26.Forecast methodology and assumptions
  • 27.About the authors and Analysys Mason
  • 28.About the authors
  • 29.About Analysys Mason

List of figures

  • Figure 1: Smartphone unit sales and smartphones' share of mobile handset unit sales, emerging 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, emerging Asia-Pacific, 2012-2020
  • Figure 12: Smartphone unit sales and smartphones' share of mobile handset unit sales, emerging Asia-Pacific, 2012-2020
  • Figure 13: Key regional trends in handset markets, emerging Asia-Pacific
  • Figure 14: Operators as a channel for most recent handset purchase, by country, 2015
  • Figure 15: Intention to replace current smartphone within 1 year, by device age and country
  • Figure 16: Smartphone unit sales and smartphones' share of mobile handset unit sales, China, 2012-2020
  • Figure 17: Smartphone unit sales and smartphones' share of mobile handset unit sales, India, 2012-2020
  • Figure 18: Smartphone unit sales and smartphones' share of mobile handset unit sales, Indonesia, 2012-2020
  • Figure 19: Smartphone unit sales and smartphones' share in total handset sales, Malaysia, 2012-2020
  • Figure 20: Main enablers and constraints for our smartphone forecasts
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