市場調査レポート

スマートフォンとモバイルOS:複雑化する市場の細分化

Smartphones and Mobile Operating Systems: Creating segmentation for an increasingly complex market

発行 Ovum, Ltd. 商品コード 227106
出版日 ページ情報 英文
納期: 即日から翌営業日
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スマートフォンとモバイルOS:複雑化する市場の細分化 Smartphones and Mobile Operating Systems: Creating segmentation for an increasingly complex market
出版日: 2012年01月10日 ページ情報: 英文
概要

スマートフォン市場は急激な成長を続ける中で複雑化が進み、もはや特定のアドレサブル市場、特定の技術要件を持つひとつの市場とみなすことが困難となっています。

当レポートでは、スマートフォンおよびモバイルOSの市場をOSタイプ・製品の等級・フォームファクター/ユーザビリティなどで分類し、それぞれの主要動向、区分別の市場成長予測、主要ステークホルダーの戦略およびプロファイルなどをまとめ、概略以下の構成でお届けいたします。

調査内容

  • モバイル端末OS市場の動向
    • 最新のスマートフォン売上予測
    • 主要課題
      • オープンソースの導入
      • ユーザーインターフェースの重要性
      • Androidの台頭
      • 独自エコシステムの再興
  • モバイルOS
    • モバイルOSの細分化
    • 市場力学
    • クローズド&オープンアーキテクチャの性質
  • 端末ソフトウェアの重要性
    • 端末エコシステムの動向・市場規模のレビュー
      • ソフトウェア・ハードウェア統合アプローチ
      • ユーザーエクスペリエンスへの主な影響
  • ステークホルダーのプロファイル
    • 主要企業
    • 主要企業のビジネスモデル
  • スマートフォンの予測・分析
    • 販売台数・ユーザー数:地域/国・OS別
    • 市場区分・価格帯・フォームファクター別予測
  • OSプロファイル
    • 主要OSの比較
      • SWOT分析
      • 過去・現在・未来のバージョンの推移
      • スマートフォンOSの市場シェア・市場戦略
      • デバイスベンダー・オペレーターの各種契約
      • アプリケーションストアの提供サービス・ディベロッパーとの関係

2011年版・新規市場区分

  • 製品タイプ
    • 「エントリーレベル」スマートフォン
    • 「コア/マスマーケット」スマートフォン
    • 「スーパー」スマートフォン
  • フォームファクター・ユーザビリティ
    • QWERTYのみ
    • タッチスクリーンのみ
    • ハイブリッド
    • テレフォニー
    • 価格帯
  • 地域/国
    • 北米
      • 米国
      • カナダ
    • ラテンアメリカ
      • ブラジル
      • その他
    • アジア太平洋
      • 日本
      • 中国
      • 韓国
      • インド
      • その他先進国
      • その他新興国
    • 欧州
      • 西欧
      • 東欧
      • ロシア
      • その他
    • アフリカ・中東
      • アフリカ
      • 中東

このページに掲載されている内容は最新版と異なる場合があります。詳細はお問い合わせください。

目次

Abstract

The smartphone market is now growing rapidly in the majority of markets globally but operators need to focus on their profitability and how to use smartphones as a platform to increase data usage.

The smartphone market is expected to continue its rapid growth over the next five years and, as a consequence, is increasing in complexity. To reflect this market development, new opportunities are arising for smartphones to target various segments and price tiers. This has led to the implementation of a variety of strategies from players across the value chain, which is reflected in the market positioning of the different operating system platform suppliers.

Overview

The smartphone market is exploding and increasing in complexity so that it can no longer be treated as a single segment with a specific addressable market and technology requirements. This segmentation is also creating huge differences in hardware requirements.

As a result, the price differential continues to widen between the lowest and the highest ends of the market. The wide price range is fed by disparities in the addressable markets as buying decisions depend on consumers' lifestyle, demography and disposable incomes. This new segmentations now also takes into account a number of key emerging elements including feature and functionality tiers, usability, pricing, market type (prepaid vs. postpaid) and access technology.

Complete coverage of the smartphone and operating system (OS) markets:

Mobile handset OS market trends - bringing you up-to-date with the latest smartphone sales forecasts and main issues, including the adoption of open source, the continuing importance of the user interface, the rise of Android and a potential return to more proprietary ecosystems.

Mobile operating systems - to aid understanding, we clearly define mobile OS market segmentation, its market dynamics and the nature of closed and open architecture.

Importance of handset software - reviewing handset ecosystem trends and market sizes, focusing on software and hardware integration approaches and their key contribution to the user experience.

Stakeholder profiles - investigating how key players in the smartphone market have adapted their business models over the past 12 months to compete more effectively.

Smartphone forecasts and analysis - covering volume sales and users for the key regions and countries, by operating system. New for this year are additional smartphone forecasts by defined segment, price tiers and form factor.

Operating system profiles - our expert analysts compare and contrast the main operating systems through insightful company profiles, which include a detailed SWOT analysis, each analyzing:

  • Past, present and future version developments
  • Smartphone OS market share and strategy
  • Device vendor and operator deals
  • App store offerings and developer relationships.

All the important smartphone and OS issues addressed:

  • Which device platforms will sell most?
  • What share of the handsets market will smartphones gain per year to 2016?
  • Which devices are being used for what? And how does this differ from region to region?
  • How do OS platforms stack up against each other? Check using our in-depth SWOT analysis.
  • What segments will be best served by the operating systems, including regional disparities?
  • What are the strategies for the key stakeholders?
  • What are the forecasts for OS volume sales and user figures to 2016?
  • What are the key results from our 3Q11 industry smartphone survey?

New segmentations for 2011:

Product tier:

  • " Entry level" smartphones
  • " Core/mass market" smartphones
  • " Super" smartphones

Form factor/usability:

  • QWERTY only
  • Touchscreen only
  • Hybrid smartphones
  • Telephony
  • Price tier

Regional and segmented mobile OS data and analysis:

Key market data and forecasts for handset volume sales and users are provided globally and broken down by each of the following:

Regions and countries:

  • North America
    • US
    • Canada
  • Latin America
    • Brazil
    • Rest of Latin America
  • Asia Pacific
    • Japan
    • China
    • South Korea
    • India
    • Rest Asia Pacific (Developed)
    • Rest Asia Pacific (Developing)
  • Europe
    • Western Europe
    • Eastern Europe
    • Russia
    • Rest of Eastern Europe
  • Africa and the Middle East
    • Africa
    • Middle East

Table of Contents

Smartphones and Mobile Operating Systems Executive Summary - PowerPoint file (33 slides)

Smartphones and Mobile Operating Systems: Creating segmentation for an increasingly complex market - Executive Summary

  • Fig. 1: Motorola shipment volumes and smartphone shares, 1Q10-3Q11
  • Fig. 2: In your opinion, what is the most important factor driving smartphone adoption in your market?
  • Fig. 3: Vodafone Smart SWOT analysis
  • Fig. 4: Global smartphone vs. nonsmartphone sales, 2010-2016
  • Fig. 5: Global smartphones sales in developed and emerging markets, 2010-2016
  • Fig. 6: Global, smartphone sales forecast split by various price points, 2010-2016
  • Fig. 7: Global, smartphone volume sales, by segment, 2010-2016
  • Fig. 8: Global, smartphone users, by region, 2010-2016
  • Fig. 9: Total mobile applications in store: Apple App Store, Android Market and BlackBerry App World, 4Q09-2Q11

Mobile smartphone and OS forecasts, 2010-2016 - Excel file

Global smartphone users, 2010-2016 - Excel file

Smartphone Survey Analysis - PowerPoint file (19 slides)

SWOT analysis of major smartphone platforms: Android, BlackBerry, iOS, Symbian and Microsoft - Excel file

Deep software-hardware integration and the role of CPU/GPU integration

  • Multimedia applications performance: Integration vs. software on hardware

Making sense of the smartphone market: Definitions and segmentation

  • Fig.1 : Segmentation of handset-OS platforms and application environments by openness
  • Fig. 2: Smartphone segment definitions, 2011 and 2016: technology & hardware
  • Fig. 3: Smartphone segment definitions, 2011 and 2016: features
  • Fig. 4: Smartphone segment definitions, 2011 and 2016: core applications
  • Fig. 5: Smartphone segment definitions, 2011 and 2016: addressable market

Is there a place for Linux in the mobile market?

  • Global, mobile Linux† handset sales, 2010-2016

Symbian's shelf-life could be extended by Belle

  • Fig. 1: Symbian ^3 OS versions
  • Fig. 2: Symbian OS SWOT analysis

The rise and rise of Android

  • Fig. 1: Android OS version releases, Sept-09 to Oct-11
  • Fig. 2: Relative number of active* Android devices, by version, 2011
  • Fig. 3: Global share of Android models in market, by vendor, 2009, 2010 and 1H11
  • Fig. 4: Android OS SWOT

Android's newest OS release, Ice Cream Sandwich, changes the game for dynamic data-usage control

The rationale behind RIM's new BBX OS - what are the challenges?

  • Fig. 1: BlackBerry OS platform releases, Sep-09 to Oct-11
  • Fig. 2: BlackBerry Oss SWOT analysis

Apple iOS looks beyond smartphones to boost growth

  • Fig. 1: Apple iOS X versions
  • Fig. 2: Apple iOS SWOT analysis

Microsoft's Windows Phone platform is under pressure to provide a compelling value proposition in face of strong competition

  • Fig. 1: Microsoft Windows Mobile/Phone OS versions
  • Fig. 2: Microsoft, hardware requirements for Windows Phone 7.x OS
  • Fig. 3: Microsoft Windows Phone OS SWOT analysis

Will Microsoft open a new Windows of opportunity to Nokia in the smartphone market?

Motorola Mobility's smartphone strategy in the hands of Google

  • Motorola shipment volumes and smartphone shares, 1Q10-3Q11

Operators must move away from smartphone penetration to profitable smartphone business models

  • Fig. 1: Global, smartphone penetration of total handset sales, by region, 2010-2016
  • Fig. 2: In your opinion, what is the most important factor driving smartphone adoption in your market?
  • Fig. 3: Operators' goals in generating more profit from existing users
  • Fig. 4: The smartphone ecosystem
  • Fig. 5: Smartphone segmentation, 2011 and 2016
  • Fig. 6: Smartphone push levers
  • Fig. 7: Vodafone UK and O2 Germany smartphone subsidy and tariff strategies
  • Fig. 8: Smartphone device line-up - operators, vendors and retailers
  • Fig. 9: Europe, selected operators' hire purchase plans, 3Q11
  • Fig. 10: Viva Bahrain's hire purchase strategy, 3Q11
  • Fig. 11: Factors that have an impact on the operator/vendor device-supply relationship
  • Fig. 12: O2 Priority marketing campaign

Increasing smartphone sales through handset leasing

  • Fig. 1: SIM-free handset prices
  • Fig. 2: A selection of hire purchase plans
  • Fig. 3: O2 Germany's MyHandy
  • Fig. 4: TDC Rate
  • Fig. 5: TDC subscriber acquisition cost, 3Q10-3Q11
  • Fig. 6: Europe, selected countries with handset leasing schemes

Case study: Vodafone's own-branded smartphone

  • Fig. 1: The Vodafone Smart
  • Fig. 2: Vodafone Smart SWOT analysis

Smartphone sales break the 50% barrier by 2016

  • Fig. 1: Global smartphone vs. nonsmartphone sales, 2010-2016
  • Fig. 2: Global smartphones sales, by region, 2010-2016
  • Fig. 3: Global smartphones sales, by region and leading country markets, 2010-2016
  • Fig. 4: Global smartphones sales in developed and emerging markets, 2010-2016
  • Fig. 5: Global smartphone sales, by OS type, 2010-2016
  • Fig. 6: North America, smartphone sales, by OS, 2010-2016
  • Fig. 7: Latin America, smartphone sales, by OS, 2010-2016
  • Fig. 8: Asia Pacific, smartphone sales, by OS, 2010-2016
  • Fig. 9: Europe, smartphone sales, by OS, 2010-2016
  • Fig. 10: Africa and Middle East, smartphone sales, by OS, 2010-2016

Pricing segmentation of the smartphone market

  • Global, smartphone sales forecast split by various price points, 2010-2016

Up, up and away! "Super" smartphones emerging as a key market segment

  • Fig. 1: Smartphone segment definitions: technology & hardware
  • Fig. 2: Smartphone segment definitions: features
  • Fig. 3: Smartphone segment definitions: core applications
  • Fig. 4: Smartphone segment definitions: addressable market
  • Fig. 5: Global, smartphone volume sales, by segment, 2010-2016

Smartphone users to exceed the one billion barrier in 2013 and reach two billion three years later

  • Fig. 1: Global, smartphone users, by region, 2010-2016
  • Fig. 2: Global, smartphone users, by OS, 2010-2016

Current trends in mobile application store content

  • Fig. 1: Application store content categories: Apple App Store, Android Market and BlackBerry App World
  • Fig. 2: Informa Telecoms & Media's normalized content categories
  • Fig. 3: Application store content by Informa Telecoms & Media classification: Apple App Store, Android Market and BlackBerry App World
  • Fig. 4: Total mobile applications in store: Apple App Store, Android Market and BlackBerry App World, 4Q09-2Q11
  • Fig. 5: Android OS version history
  • Fig. 6: Monthly net additions of apps: Apple App Store, Android Market, BlackBerry App World, Jan-10 to Jun-11
  • Fig: 7: Android Market, linear trend of monthly net addition of apps, Jan-10 to Jun-11
  • Fig. 8: Apple App Store, linear trend of monthly net addition of apps, Jan-10 to Jun-11
  • Fig. 9: BlackBerry App World, linear trend of monthly net addition of apps, Jan-10 to Jun-11
  • Fig. 10: Apple App Store, monthly percentage growth of total apps, Jan-10 to Jun-11
  • Fig. 11: Monthly percentage growth of total apps: Apple App Store, Android Market and BlackBerry App World, Jan-10 to Jun-11
  • Fig. 12: Android Market, monthly percentage growth of total apps, Jan-10 to Jun-11
  • Fig. 13: BlackBerry App World, monthly percentage growth of total apps, Jan-10 to Jun-11
  • Fig. 14: Apple App Store content mix over time, 4Q09-2Q11
  • Fig. 15: Apple App Store content mix, 2Q11
  • Fig. 16: Android Market content mix, 2Q11
  • Fig. 17: Android Market content mix over time, 4Q09-2Q11
  • Fig. 18: BlackBerry App World content mix over time, 4Q09-2Q11
  • Fig. 19: BlackBerry App World content mix, 2Q11
  • Fig. 20: Share of apps by category: Apple App Store, Android Market and BlackBerry App World, 2Q11
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